If you subscribe to Apple TV or the Apple One bundle, check your next bill. Apple raised the price of Apple TV today, and that increase is reflected in Apple One plans that include the service.
As of August 28, the monthly Apple TV plan increased from $12.99 to $14.99. The annual subscription also rose, moving from $99 to $119. For Apple One subscribers, the individual plan that includes Apple TV is now $21.95 per month, up from $19.95. For many customers, this means roughly an extra $24 per year for Apple TV alone, and another $24 per year if you are paying for Apple TV through the Apple One individual bundle.
Why this keeps happening
This marks the fourth price increase for Apple TV in four years. When the service launched in 2019, the monthly price was $4.99. Since then the cost has gradually climbed, and Apple has repeatedly cited investments in original programming and the expansion of its content library when explaining prior increases. The pattern suggests Apple views adjustments to subscription pricing as part of its ongoing strategy to support production costs and content development.
The most recent prior hike occurred a year ago in August 2025, when the monthly fee went from $9.99 to $12.99. At that time Apple emphasized continued growth of original shows and movies as a rationale for higher fees. While Apple does not regularly disclose detailed subscriber counts for Apple TV, these successive increases appear to be treated as a recurring step rather than a rare event.
Apple has not provided a public explanation for why it chose this exact moment for the current increase. Because the company doesn’t publish subscriber totals for Apple TV, it’s difficult to assess precisely how many households will feel the impact. Still, consumers who have been tracking pricing changes will recognize this as a trend: incremental increases at roughly annual intervals.
How billing and notices will work
If you are an existing subscriber, you won’t see the higher price charged instantly. Apple typically notifies current subscribers at least a month before their next renewal date when a price change will take effect. That notice gives you time to evaluate options before the new rate appears on your bill. New subscribers or anyone who signs up today will be charged the new, higher price immediately.
What you can do about it
If you want to limit the impact of rising subscription costs, you have several straightforward choices. First, consider switching to an annual plan if you currently pay monthly; annual billing often reduces the effective monthly cost and can lock in savings for a year. Second, review how much you actually use Apple TV and other services included in Apple One—if usage is light, canceling or downgrading may be the most cost-effective move. Third, evaluate other streaming services or free alternatives that meet your needs; in some cases combining a smaller selection of services can be less expensive than a bundled offer.
Whatever you decide, watch for Apple’s official notification so the change doesn’t come as a surprise on your next statement. Taking action before your next renewal date gives you the most flexibility to switch plans or cancel without paying the higher price for an additional billing cycle.
A broader perspective
Rising subscription prices are a common theme across the streaming industry as companies invest in original content, technology, and international expansion. For subscribers, the result can be subscription fatigue—balancing content preferences, family sharing, and budget. Keeping an inventory of which services you actually use, tracking renewal dates, and periodically reassessing bundled plans are useful habits that help manage long-term costs.
If you rely on Apple TV features or original programming that you won’t find elsewhere, the increase may be worth it. If not, the month before your renewal is the ideal window to make a change. Monitor the notice from Apple, compare plan options in your account settings, and choose the path that best fits your viewing habits and budget.