Apple TV, Once An Affordable Option, Just Got Another Price Increase
Apple TV is more expensive, effective immediately
While we were distracted covering ESPN and Peacock’s recent price increases, Apple TV stealthily dropped a bombshell on customers: its single subscription tier is going up by two dollars. This change went into effect on Friday, August 28.
That means that customers (new and existing!) will now have to pay $14.99/mo. for access to top shows like “Ted Lasso,” “Severance,” and “Shrinking.” Apple will notify you before making the change on your bill.
Read on after the cut for more details.
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Apple TV price: what’s changing in 2026
| Plan | Old price | New price |
|---|---|---|
| Apple TV | $12.99/mo. | $14.99/mo. |
| Apple One (Apple TV, Apple Music, iCloud+, Apple Arcade) | $19.95/mo. | $21.95/mo. |
Apple TV’s sole plan is going up by two dollars, effective immediately. Apple’s all-in-one bundle, Apple One, is also going up by two dollars. Curiously, the Peacock/Apple TV seems to have stayed the same, even though both services got price increases in August 2026. So if you’re looking to save a buck, that may be the way to do it.
I’ve always recommended Apple TV to customers because of its simplicity: It only offers one ad-free plan. There aren’t any features hidden behind a paywall. Every Apple TV customer gets six simultaneous streams and access to 4K titles. There aren’t a lot of streaming services left that can say that.
And I’m knocking heavily on wood while I say this, because this is all still true, and I don’t want Apple to get any ideas about changing it. But I am worried about the speed with which Apple TV is raising its prices.
Apple TV price history
Apple TV was only five dollars per month when it launched in 2019. But its current price is three times that. If this trend continues, you can expect the price to go up by a couple dollars every year indefinitely.
Ultimately, I do think that Apple TV is still worth the price. It simply produces too many award-winning hits (“Ted Lasso,” “Severance,” and “Shrinking,” to name a few) to overlook. But it’s not the thrifty option it once was, so if you’re looking to “shrink” your streaming bill at all, you should think about whether you’re okay with the new, inflated price tag.
If you’re not, try out a deal like the Peacock/Apple TV bundle. It’s the most economical way to get both services for the time being.
In this article
Apple TV hosts some of the best shows on TV, and was nominated for a ton of Emmy Awards in 2026. It’s a great pick for TV lovers.
Peacock bundles well with Apple TV — you can get both services for just the price of regular Apple TV. It’s a no-brainer for savvy shoppers.
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