Apple raises Apple TV and Apple One prices in the US, fourth hike in four years

Apple has increased the price of its Apple TV streaming service and the individual Apple One bundle in the US, marking the fourth such hike in as many years.

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Apple has raised the price of its Apple TV streaming service in the United States, with the monthly subscription now costing $15, up from $13. The annual plan has also gone up, though reports differ on the exact figure: Engadget lists it at $120 per year, while 9to5Mac reports $119, an increase of $20 from the previous $99. The price changes take effect immediately for new subscribers, while current subscribers will see the increase applied one month after being notified.

In addition, the individual tier of Apple's One bundle, which includes Apple TV, Apple Arcade, Apple Fitness+, Apple Music, Apple News+, and iCloud+, has risen from $20 to $22 per month. According to Engadget, other Apple One plans are unaffected by this change. Engadget also reached out to Apple for comment on whether price increases are planned in other territories, but did not mention receiving a response.

This marks the fourth time Apple has increased the price of Apple TV in as many years, and the service's monthly cost has tripled since it debuted in 2019 at $5 per month under the name Apple TV+. The price was raised to $13 in August 2025, after previously increasing in October 2023 and October 2022. Despite the hikes, the service remains ad-free.

Apple's latest increases are part of a broader trend in the streaming industry. In 2026, other major services such as Netflix, Prime Video, and YouTube Premium have also raised their prices, according to Engadget. ESPN is planning to increase its prices next month, in September 2026. For comparison, Netflix's ad-free plans start at $20 per month, and Disney+ ad-free plans start at $19 per month, as reported by 9to5Mac.

Apple has also recently raised prices on other services: Apple Music increased from $11 to $13 per month last month (July 2026), and the Apple One Family and Premier plans went up from $26 to $28 and from $38 to $40, respectively.

The price adjustments come as Apple's services segment continues to grow. In the quarter ending June 27, 2026, services represented 28.1% of Apple's revenue, compared to 71.9% for hardware. However, services accounted for only 13.7% of the cost of sales, while hardware accounted for 86.3%. Despite the segment's profitability, The Information reported in 2025 that Apple TV was Apple's only non-profitable service offering, losing more than $1 billion annually. Apple has not disclosed profitability figures for Apple TV, according to 9to5Mac.