Price increases suddenly hit Apple TV and Apple One

Apple has raised the price of its Apple TV streaming service in the United States, with the monthly subscription now costing $15 instead of the previous $13. The annual plan has also increased by $20, bringing it to $120 per year. The individual tier of the Apple One bundle, which includes Apple TV, is now $22 per month, up $2 from its prior rate. Other Apple One plans have not changed at this time.

The increases affect anyone paying directly for the streaming service or the individual Apple One bundle in the US. Apple typically includes three months of Apple TV access with the purchase of certain devices, which could soften the blow for some customers. However, that free access is unlikely to fully offset the higher subscription cost, especially given reports that new iPhones expected soon will be pricier than previous models.

This marks the fourth price increase for Apple TV in four years, according to the company’s pricing history in the US. Since the service launched in 2019, the cost of a monthly plan has tripled from its original level. The latest bump continues a trend across the streaming industry, as other major services have also raised their rates this year.

Netflix, Prime Video, and YouTube Premium have all increased their prices in the US during 2026, and ESPN plans are scheduled to go up next month. The broader pattern reflects rising costs across the streaming market, though the specific reasons for Apple’s latest move were not detailed in the announcement. Apple has not commented on whether further increases are planned.

For customers waiting on new hardware, the timing may add to the financial impact. Apple is expected to focus on its Pro model iPhones at its upcoming September event, while the base iPhone 18 is reported to be held back until spring. With device prices already rising across Apple’s lineup, the subscription hike adds another layer of expense for US consumers.

The new pricing takes effect immediately for new subscribers, while existing customers will see the change on their next billing cycle, based on standard industry practice. The Apple TV price increase applies only to the US market for now, with international rates left unchanged. The Apple One individual tier follows the same $2 increase, though family and premier bundle tiers remain at their current prices.

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