Apple TV Rises to $14.99 a Month, and Apple One Individual Follows

The figures Apple confirmed

Apple has raised the price of its streaming service. As of Friday, August 28, Apple TV costs $14.99 per month in the United States, up from $12.99, and $119 per year, up from $99. Apple confirmed both figures to 9to5Mac, after Deadline reported the change earlier in the day. One bundle moved with it. Apple One Individual goes from $19.95 to $21.95 per month. The Family and Premier tiers are unchanged. The amounts Apple communicated cover the United States. The new rates apply immediately to anyone subscribing from today. Existing subscribers keep their current rate for a while longer: Apple says they will be notified roughly a month before the higher price appears on their bill.

Not everyone pays on the same day

That last detail matters more than it looks. Because the notice is tied to each subscriber's own billing anniversary, the increase will land in waves rather than all at once. Two people who subscribed in different months will start paying $14.99 weeks apart, and both will be correct when they tell each other a different price. The practical consequence is that a bill checked today proves nothing about what will be charged in November. The renewal date is visible on iPhone and iPad under Settings, your name, then Subscriptions, and on the web through the Apple account page.

The annual plan is now worth a second look

Twelve monthly payments at the new rate come to $179.88. The annual plan costs $119. Paying yearly therefore saves $60.88, and the year works out at just under eight monthly payments. The comparison with the old prices is less flattering than it first appears. At $12.99 and $99, a year of monthly payments cost $155.88, so the annual plan saved $56.88 — a smaller sum, but a slightly larger share of the total. In relative terms, the yearly commitment buys marginally less advantage than it did last week, even though the absolute gap widened by four dollars. Whether that makes the annual plan the right choice depends on viewing habits rather than arithmetic. Someone who watches all year is clearly better off committing. Someone who subscribes for the run of a single series and cancels afterwards is not: three months of monthly billing comes to $44.97, well under a third of the annual price.

Apple One Individual finishes what July started

On July 17, Apple raised the price of Apple Music and of two Apple One tiers, Family and Premier, while leaving Individual alone. That gap has now closed from the other direction: Apple TV went up, and Individual went up with it. We covered the July round of increases at the time. The bundle still does what a bundle is supposed to do. At $21.95, Apple One Individual costs $6.96 more than Apple TV on its own, and adds Apple Music, Apple Arcade and iCloud+ storage for that difference. Since only one component of the bundle moved this week, subscribers who already pay for both music and video separately are closer to the bundle's break-even point than they were in July, not further from it.

From $4.99 to $14.99 in under seven years

Apple TV+, as it was then called, launched in November 2019 at $4.99 a month with a handful of original shows and no back catalogue. Several increases followed. The most recent before today came in August 2025, when the monthly price went from $9.99 to $12.99. Today's change triples the launch price. The catalogue grew over the same period, and so did what Apple spends on it — feature films, prestige drama and, more recently, live sport. What is missing from that comparison is any subscriber figure. Apple has never published one, which leaves no public way to judge whether these increases reflect a service confident enough to charge more or a content budget that needs feeding.

The name change makes this story harder to read

Until October 2025 the service was Apple TV+ and the set-top box was Apple TV. Apple then dropped the plus sign, and the two products have shared a name ever since. So "Apple TV is getting more expensive" now needs a qualifier: the subscription changed price today, the hardware did not.

What to check before the next bill

Four things are worth a minute. First, the renewal date, since it determines when the new rate starts. Second, whether the subscription runs through Apple One, in which case the relevant number is $21.95 and not $14.99. Third, whether a promotional period from a recent device purchase is still running, because those months are unaffected. Fourth, that switching between monthly and annual takes effect at renewal rather than immediately. Nothing here is locked in. There is no contract, no cancellation fee, and no penalty for leaving in March and coming back in September. For a service whose appeal often tracks a single show, that flexibility is worth more than any of the numbers above.