Apple TV now costs $14.99 a month after its fourth price hike in four years

Apple TV subscribers in the United States are now paying $14.99 per month, following a $2 increase to the streaming service’s standard subscription fee. The change marks the fourth time Apple has raised the price of this service in the last four years. The new rate applies to all US subscribers renewing or starting a monthly plan, though the source article does not specify any changes to annual plans or bundle pricing.

The increase arrives almost exactly one year after Apple’s previous price adjustment for Apple TV. That earlier hike also raised the monthly cost, and the new one continues a pattern of annual increases. According to the reporting, this latest change comes just weeks after Apple premiered the fourth season of its comedy series Ted Lasso, a flagship original for the platform.

Beyond scripted programming, Apple TV has expanded its live sports offerings in recent months. The service now carries Formula 1 races, Major League Baseball games, and Major League Soccer matches, in addition to its library of original movies and prestige television shows. These sports additions have been part of Apple’s broader push to make the streaming tier more competitive against rivals.

This price increase is not happening in isolation. Earlier in the same year, Apple raised prices on nearly all of its hardware devices, including iPhones, iPads, and Macs. The company is also reportedly planning to increase the cost of AppleCare Plus subscription plans, according to the source article. That would extend the recent round of price escalations beyond the streaming service to the company’s extended warranty offerings.

The move puts Apple TV in line with other major streaming services that have been bumping their fees. The source article notes that ESPN streaming plans recently became more expensive, with an increase reported in late August. Peacock also raised its prices by up to $3 per month, and Plex increased the cost of its lifetime pass to $750 after doubling it the prior year. These changes reflect a broader trend across the US streaming market, where services are pushing higher monthly costs onto consumers.

For US households already juggling multiple subscriptions, the Apple TV hike adds another expense to the monthly budget. The service’s price has now climbed steadily over four years, with no indication from the article of any pause in that trajectory. Subscribers who pay monthly will see the new $14.99 charge take effect immediately, while those on other billing cycles will encounter it at their next renewal date.

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