If you pay for Apple TV or Apple One, check your next bill. Apple raised the price of Apple TV today, and the Apple One bundle is going up with it.
Apple TV’s monthly plan climbed from $12.99 to $14.99 starting today, August 28. The annual plan jumped from $99 to $119. If you’re on Apple One, the individual plan is now $21.95 a month instead of $19.95. That’s an extra $24 a year for Apple TV alone, and an extra $24 a year on top of that if you’re bundled into Apple One.
Why this keeps happening
This is the fourth time Apple has raised Apple TV’s price in four years. The service launched back in 2019 at just $4.99 a month. It’s now nearly tripled in price, according to Deadline.
The last hike came a year ago, in August 2025, when the monthly price rose from $9.99 to $12.99. Apple had said at the time that it planned to keep growing its library of original shows and movies, a pattern the company has repeated with each price increase since Apple TV launched.
You won’t get charged the new rate the moment you open the app, though. Apple says existing subscribers will get a notice about a month before their bill actually goes up. New subscribers and anyone signing up today will pay the higher price right away.
Apple hasn’t said why it picked this particular moment for another increase. The company doesn’t share subscriber numbers for Apple TV. So it’s hard to know exactly how many households are affected by today’s change. But with four price hikes in four years, it’s becoming a yearly habit for Apple, not a rare event.
What to do about it
If you want to avoid the higher price, you have options. You can switch to an annual plan before your next renewal to lock in savings over paying monthly, or cancel the service if you’re not using it enough to justify the cost. Either way, keep an eye out for Apple’s notice so the new charge doesn’t catch you off guard.