Apple TV+ subscribers, be forewarned: it’ll now cost you a little bit more to be a member.
Apple announced on Friday, August 28, that it will be increasing the price of its streaming service membership across the board. The monthly price has been upped from $12.99 to $14.99 while the annual price is shifting from $99 to $119 per year.
Additionally, for those paying separately for Apple One, the price for that went up to $21.95. It was originally $19.95.
The price changes are effective immediately.
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Apple TV+ subscribers last navigated a price increase in August 2025. At the time, the monthly membership experienced a $3 hike from $9.99 to $12.99. However, the cost of subscribing to the annual plan and Apple One had remained unchanged.
Apple TV+ originally launched in 2019 to the low price of $4.99 as it debuted with limited content offerings. Its library has greatly expanded since then, featuring major films like F1 to acclaimed series like Severance and The Studio. The August 2026 announcement marks the service’s fourth total price hike.
Now, its increased price tag puts Apple TV+ on par with many of its competitors. Both Disney+ and Hulu cost $11.99 per month with ads or $18.99 per month sans ads. Meanwhile, HBO Max is currently priced at $10.99 per month with ads and $18.49 per month without.
Netflix also raised its membership price in March for the second time in less than two years, going from $7.99 per month to $8.99 per month for the Standard ads-included tier. However, the Standard ad-free tier increased from $17.99 to $19.99 as Premium subscriptions were upped from $24.99 to $26.99.
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Apple TV+ isn’t Apple’s only offering facing major price changes. In June, the tech conglomerate announced an increase in cost for 14 of its products, including the MacBook Pro and the Apple TV device. (The shift came one month before the price of Apple Music was raised by $1 to $3 per month.)
At the time, Apple CEO Tim Cook told The Wall Street Journal that “unfortunately, price increases are unavoidable.”
“We’re doing our best to mitigate the huge increases that are being passed to us, and we’ve been trying to shield our customers from the increases,” he continued, adding, “but the situation has become unsustainable.”
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