Apple TV+ raises its price again — now $14.99 a month
Apple TV+ has raised its US subscription price to $14.99 a month, up $2 from $12.99, effective August 28. The annual plan jumped $20 to $119 a year. If you're already subscribed, Apple will email you roughly 30 days before the new rate applies to your account — so the change won't hit without warning.
The fourth hike in four years
The service launched in November 2019 at $4.99 a month. Since then, MacRumors confirms the price has climbed in a straight line: $6.99 in 2022, $9.99 in 2023, $12.99 in 2025, and now $14.99 in 2026. That's a 200% increase from launch price in under seven years.
The Apple One Individual bundle — which stacks Apple TV+, Music, Arcade, and iCloud+ — also went up, from $19.95 to $21.95 a month, per 9to5Mac. Apple One Family and Premier tiers were spared this round; those plans already got more expensive in July alongside Apple Music.
Who's affected, and where
The increases apply immediately to new subscribers in the US. Existing subscribers get the 30-day notice period before their renewal date reflects the new rate. Apple has also pushed through price increases in Brazil, Chile, and Mexico. No other markets — including the UK, France, Germany, and Spain — have been updated as of August 28.
That said, the pattern of rolling regional hikes suggests other markets could follow. The UK price has held at £8.99 a month, but the US has consistently led these increases before they spread elsewhere.
Is it worth it?
At $14.99, Apple TV+ costs the same as a standard Netflix plan and more than a Max ad-free subscription. Apple's catalogue remains smaller than its rivals, though its original series — Severance, Slow Horses, The Morning Show — have earned strong critical traction. A slate of new titles is expected between September and November 2026, including projects starring Matthew McConaughey, Liev Schreiber, and Ryan Reynolds.
Whether that's enough to justify the price depends on how much of the library you actually watch. For light users, the Apple One bundle may still offer better value — but only if you're already paying for Apple Music or iCloud+ storage separately.
