Apple Raises Apple TV Monthly Price to $14.99, Adjusts Apple One Individual Plan

Apple has announced that the monthly price of its Apple TV+ streaming service will rise from $12.99 to $14.99, and that the Individual tier of its Apple One bundle will also see an increase. The changes take effect today for new subscribers, while existing customers will receive a notification roughly a month before the new rates are applied.

The price hike applies only to the Individual Apple One plan. Other Apple One tiers – Family and Premier – remain unchanged. Apple last month raised the price of its Apple Music subscription and increased the Family and Premier Apple One plans, but left the Individual plan at its previous rate. The new Apple TV price is the first adjustment for that service since Apple raised it in August 2025, when the monthly fee was increased from $12.99 to $9.99. The annual Apple TV plan and all Apple One bundles were not affected by that earlier change.

Apple’s decision follows a broader trend of subscription price increases across its media services. In addition to the price shift, the company has expanded the content available on Apple TV+. Last October, Apple secured an exclusive partnership with Formula 1 for U.S. broadcasts, adding the racing series to the standard Apple TV+ subscription at no extra cost. Earlier this year, the platform began streaming Major League Soccer matches under the MLS Season Pass, eliminating a separate paywall that had previously applied to the content.

Apple TV+ has also been adding new original programming to its lineup. The fourth season of the comedy‑drama “Ted Lasso” premiered on the service in late 2025, while the second season of the sci‑fi drama “Dark Matter” debuted this week. The political thriller “Slow Shores” will release its sixth season on September 16. These additions aim to bolster the service’s appeal amid growing competition from other streaming platforms.

Apple’s pricing strategy reflects the company’s ongoing efforts to balance revenue growth with subscriber satisfaction. While the $2.00 increase for Apple TV+ may be modest compared to other industry changes, it represents a cumulative shift for consumers who subscribe to multiple Apple media services. The company has stated that it will inform current subscribers about the price change in advance, allowing them to decide whether to continue or cancel their subscriptions before the new rate is applied.

Industry analysts note that Apple’s price adjustments are part of a broader trend among streaming providers, many of whom have raised fees in response to rising content costs and the need to fund new original programming. The company’s focus on exclusive sports rights and high‑profile series may justify the price increase for some users, though it remains to be seen how the broader subscriber base will react.

Apple has not provided additional commentary beyond the factual details of the price changes. The company’s official communications emphasize that the updates will be communicated to existing subscribers a month before the new charges are applied, in compliance with its subscription policies.

Consumers who wish to review the new pricing structure can find the details on Apple’s website and within the Apple TV+ app. Subscribers who have already signed up for the service will see a notification about the upcoming change, while new users will be prompted to accept the revised terms at the time of enrollment. The price increase reflects Apple’s ongoing strategy to adjust its subscription offerings in line with market dynamics and the evolving competitive landscape of streaming media.