Apple Raises Monthly Streaming Price to Fifteen Dollars
Cupertino, Saturday, 29 August 2026.
Apple has raised its monthly streaming subscription fee to $14.99, tripling its original 2019 price as rising content and licensing costs continue driving industry-wide rate hikes.
Price Adjustment Effective August 28
Apple Inc. (NASDAQ: AAPL) implemented a price increase for its Apple TV streaming service in the United States, effective Friday, August 28, 2026 [1][2]. The monthly subscription fee rose from $12.99 to $14.99, representing a significant adjustment for both new and existing subscribers [1][4]. This change marks the fourth price increase for the service in four years, reflecting broader industry trends [1][5].
Bundle Pricing Updates
Concurrently, the individual tier of Apple One, which bundles Apple TV with Music, iCloud+, and Arcade, increased from $19.95 to $21.95 per month [1][2]. This move aligns Apple TV closer to rival premium video-entertainment streamers that have raised prices in the last two years [1]. Unlike competitors such as Netflix and Disney+, Apple TV remains one of the few major services without an ad-supported plan [1].
Historical Pricing Trends
Since its original launch in 2019 at $4.99 per month, the monthly fee has now tripled [1][3]. The service, formerly branded as Apple TV+, underwent a rebranding effort in 2025 prior to this latest adjustment [1]. Annual subscription costs also saw an increase, moving from $99 to $119 [2][3].
Competitor Landscape
Other major streamers, including Netflix, HBO Max, and Disney+, have implemented rate hikes recently [1]. For instance, NBCUniversal’s Peacock increased rates earlier in August 2026, and ESPN announced streaming price increases effective September 17, 2026 [1]. Despite the hike, Apple TV’s ad-free price point remains lower than Netflix’s ad-free plans starting at $20 per month [3].
Services Division and Leadership
Apple reported $30.7 billion in services revenue in its third quarter, reflecting 12% growth [2]. However, the unit’s gross margin was down over 1% sequentially due to product mix and foreign exchange headwinds [2]. This financial backdrop accompanies the announcement that Tim Cook will step down as CEO on September 1, 2026 [2].
Content Library Expansion
The platform now offers more than 300 original TV shows and movies, a significant increase from its initial catalog [1]. Popular titles driving value include “Ted Lasso,” “Severance,” and the Oscar-winning “CODA” [1][2]. The service also includes live sports rights such as Formula 1 and Major League Soccer [1].
Subscriber Notification and Plans
Existing subscribers were notified approximately one month prior to being charged the new price [1][3]. The annual price increase represents a 20.202 percent rise in cost for yearly plan holders [2][3]. Current subscribers will continue to have access to the expanded library including recent premieres like “Dark Matter” season 2 [4].