Technology 3 min read By Morgan Griffin
Apple TV Raises Monthly Subscription Price to $14.99 in U.S.
Apple TV has increased its U.S. subscription price to $14.99 per month, up from $12.99, with the annual plan now costing $119. The hike applies to new and existing subscribers effective August 28.
Apple TV is getting more expensive for American subscribers. The tech giant has raised the monthly price of its streaming service to $14.99, up from $12.99, marking another increase in a series of rate hikes that have become common across the entertainment industry.
The new pricing took effect Friday, August 28, for both new and existing subscribers in the United States. The annual plan also saw a bump, rising to $119 from the previous $99. The change means viewers who want to watch Apple originals like «Ted Lasso,» «Silo,» and «Dark Matter» will now pay roughly 15 percent more for the service on a monthly basis.
Apple's decision follows a broader trend among major streaming platforms, which have been steadily raising prices in recent years to offset production costs and push toward profitability. The company had previously increased rates for the service, and this latest adjustment continues that pattern. Existing subscribers will see the new charge reflected in their next billing cycle, while those signing up for the first time will pay the higher rate immediately.
The price increase applies specifically to the U.S. market, where competition among streaming services remains intense. Apple TV has positioned itself as a premium destination for high-budget original programming, but the service has historically offered a smaller catalog than rivals like Netflix and Disney+. Despite that, shows such as «Ted Lasso» have drawn a dedicated audience, and the platform has earned critical acclaim for several of its series and films.
Industry analysts have noted that streaming services are under growing pressure to demonstrate sustainable business models after years of aggressive spending on content. Price hikes have become a standard tool for companies to boost revenue without relying solely on subscriber growth. Apple's move aligns with that strategy, though it may test the loyalty of customers who have already seen multiple increases in a relatively short period.
For subscribers, the new rate places Apple TV in the upper tier of streaming pricing. The service now costs more than some competitors, though it remains below the highest-priced plans offered by other major platforms. Apple has not announced any changes to the service's features or content lineup in connection with the price adjustment.
The company has not indicated whether further increases are planned, but the pattern of regular hikes suggests that subscribers may need to budget for additional adjustments in the future. For now, the immediate impact is clear: watching Apple's original shows will cost more, starting this week.
