Apple TV’s last price increase was in mid 2025
Apple TV last raised its prices for customers in August 2025, increasing from $9.99 to $12.99 per month. This 30% increase marks the third time Apple has raised its rates since the service launched in 2019.
Even so, Apple TV is still the cheapest ad-free premium streamer on the market, and its original content is miles better than most of its rivals. That’s why we still awarded it our Best of the Best Award for on-demand streaming.
We also, as part of our 2026 On-Demand Streaming Customer Satisfaction Survey, asked hundreds of real customers across the nation what they thought of their Apple TV subscription and whether they believed the service’s quality justified its cost.
How much does Apple TV cost?
| Plan | Monthly price | Yearly price | Streams | Details |
|---|---|---|---|---|
| Apple TV | $12.99/mo. | $99.00/yr. | 6 | View Plans for Apple TV+ |
Data as of post date. Offers and availability may vary by location and are subject to change.
We’ve named Apple TV as the best on-demand streaming service currently on the market, even after its recent $3 price increase.
Why, you may ask?
Well, we still think Apple TV’s $13 price tag is easily worth it for its impressive offerings—think originals like “Ted Lasso” and “Shrinking,” and sports content like MLB and MLS matches—and ad-free streaming. That’s why we also gave it our award for Best Exclusive Content.
With six simultaneous streams, which is around double what most other premium streamers give you, and only one plan to choose from, Apple TV is a simple streamer right out of 2016, and we love it. No more deciding between 3+ plan tiers and a million crazy bundles (although it does offer one with Peacock).
Plus, after Paramount+’s recent $1 price increase, Apple TV is now officially the cheapest ad-free plan among all the major streaming services.
Pro tip: Curious about what other streaming providers we consider the best? You’re in luck. We have an in-depth guide detailing all of the best streaming services in 2026 for every type of viewer.
Has Apple TV increased its prices?
Asking if a streaming service has increased its prices is like asking if the sky is blue—duh! It’s such a widespread epidemic that my colleague Olivia has an entire guide dedicated to the history of streaming service price increases.
Apple TV (formerly Apple TV+) began as a budget-friendly outlier in 2019, but it has since fallen in line with industry trends. After keeping its launch price the same for its first few years, Apple’s pivoted to more frequent hikes as its library of originals has grown. The most recent jump was in late August 2025, when the monthly price rose by 30% from $9.99 to its current rate of $12.99.
Apple TV price increases
| Package | 2019 | 2022 | 2024 | 2025 |
|---|---|---|---|---|
| Apple TV | $4.99/mo. | $6.99/mo. | $9.99/mo. | $12.99/mo. |
What do real customers think of Apple TV’s prices?
As part of our annual on-demand streaming customer satisfaction survey, we interviewed hundreds of Apple TV customers to understand their feelings about the service.
Even though we named it the Best of the Best among all on-demand streamers, customers didn’t quite agree. In overall satisfaction, Apple TV ranked third-from-last, above only heavyweight Netflix and niche sports streamer DAZN.
| Question | Rating |
|---|---|
| Given the quality of Apple TV, how would you rate the price you pay for it? | 76% approval |
| Given your expectations for Apple TV, how would you rate the price that you pay for it? | 78% approval |
| Given competitors' prices, how would you rate the price that you pay for Apple TV? | 73% approval |
However, its prospects were much brighter in our pricing questions, as seen in the table above. These questions show that folks are pretty darn satisfied with what Apple TV offers for the price.
Keep something in mind, though—our survey was run from June to August 2025, ending just days before Apple announced its $3 price increase to its current rate.
As has been said throughout this piece, we still think Apple TV’s one-plan, six-streams, ad-free service is worth $13 bucks a month. But for folks who were already on the fence about its reliance on exclusives (or who only subscribe for MLB or MLS content), they may become increasingly dissatisfied. I anticipate lower approval ratings for Apple TV’s pricing in next year’s survey.
I like Apple TV+ because it has high-quality shows and movies, a clean interface, and no ads. The content feels premium, and the price is reasonable.
Apple TV+’s pricing has increased 6x faster than inflation
While internet plan prices have generally trended downward over the past decade, streaming service prices have consistently veered upward. Apple TV is no exception.
| Year | Apple TV pricing | Inflation-adjusted cost |
|---|---|---|
| 2019 | $4.99 | $4.99 |
| 2022 | $6.99 | $5.78 |
| 2023 | $9.99 | $5.97 |
| 2025/2026 | $12.99 | $6.35 |
Apple TV has way outpaced inflation since its inception in 2019.
Its price increase in 2022 wasn’t too egregious, with the service costing only around $1 more than the anticipated inflation-adjusted cost. But skip ahead to the present day, and Apple TV is more than double what the inflation-rate-adjusted price should have been.
Is this massive price increase worth it? It depends.
If you’re a huge fan of premium TV and movies (like we are), I’d say yes. The original content Apple’s been pumping out over the past few years has won 773 awards out of over 3,000 nominations, including a Best Picture Oscar for “CODA.” The quality of Apple TV-produced content has only increased alongside its price.
Still, Apple doesn’t need to charge $13 a month for this service to produce its high-quality originals. It does it because it can, and it knows people will keep subscribing. That’s the corporate business model that every streamer, from Apple to the Disney+ bundle, follows. It’s up to you to decide if its premium offerings are worth its premium price tag.
Why you can trust us
At CableTV.com, we’ve been tracking TV and streaming service prices for years. You can count on our writers and editors to put accuracy above all else, putting in the hours to find the most accurate information about your favorite services. For more information on our research process, head over to How We Rank.
