Apple is raising subscription prices again in the United States, and this time Apple TV and Apple One are getting more expensive. The Apple TV price increase 2026 comes as streaming companies across the industry continue to increase their monthly fees.
Apple TV will now cost $14.99 per month, up from $12.99. The individual Apple One plan will also increase to $21.95 per month, compared with the previous price of $19.95.
For customers who already pay for several Apple services, the latest increase could make the monthly bill noticeably higher.
Apple TV Has Come a Long Way Since 2019
Apple TV launched in 2019 with a monthly price of just $4.99. Since then, Apple has invested heavily in original shows and movies.
The platform now includes popular content such as Ted Lasso, Severance, and the movie F1. Apple is using this growing content library to support its higher subscription price.
The company has also been increasing prices across its wider Services business. Apple Music received a $1 monthly increase in July, which Apple linked to higher licensing costs.
| Service | Previous Price | New Price | Increase |
|---|---|---|---|
| Apple TV | $12.99/month | $14.99/month | $2 |
| Apple One Individual | $19.95/month | $21.95/month | $2 |
| Apple TV at launch | $4.99/month | $14.99/month | $10 since 2019 |
Why Apple Is Raising Prices
Apple’s Services business has become an important part of its overall growth strategy. In its fiscal third quarter, Services revenue reached $30.7 billion, an increase of 12% from the same period a year earlier.
The company is not alone in raising prices. Netflix, Disney+, Hulu, Peacock and other streaming platforms have also increased subscription costs in recent years.
This wider trend gives Apple some protection because customers are already becoming familiar with higher streaming bills. However, repeated price increases could still make users reconsider which services they actually need.
The Biggest Risk Is Subscriber Churn
The main concern for Apple is whether customers will continue paying after the latest increase.
Apple does not publicly disclose standalone Apple TV subscriber numbers. That makes it difficult to know exactly how many users could cancel following the price hike.
The problem becomes more important because Apple TV competes with larger streaming services that offer huge content libraries. If customers feel they are not getting enough value, they could move their money elsewhere.
At the same time, Apple has a strong ecosystem. Customers who already use Apple devices and services may find Apple One convenient because it combines multiple subscriptions into a single package.
What the Price Increase Means for Apple
For Apple, higher subscription prices could provide another boost to its growing Services business. Recurring subscription revenue is attractive because it can generate steady income beyond hardware sales.
But Apple also needs to balance higher prices with customer satisfaction. If price increases happen too frequently, even loyal users may start cutting back.
The Apple TV price increase 2026 therefore represents more than just a $2 monthly change. It is another sign that streaming has entered an era where companies are focusing heavily on subscription revenue while customers are becoming more careful about which services they keep.
For Apple, the challenge will be proving that its growing library and wider ecosystem are worth the higher monthly cost.
