Apple TV and Apple One US monthly and annual subscription prices rise again

Apple TV has raised its US monthly subscription price from $12.99 to $14.99, for both new and existing subscribers. Existing customers will be notified roughly one month before they are charged the new rate. The annual plan has also increased from $99 to $119.

This marks Apple TV's second monthly price increase in about a year. In August 2025, Apple raised the price from $9.99 to $12.99 while leaving the annual plan near $99.99. Since then, the monthly subscription has increased by roughly 50%. The Apple One Individual plan has also risen from $19.95 to $21.95 per month.

The increase comes after Apple said Apple TV viewership reached an all time high during the June 2026 quarter. Apple does not disclose standalone subscriber numbers or financial results for the service, but its broader services division generated $30.7 billion in quarterly revenue, up 12% year over year.