Apple TV Monthly Price Hike Explained: Subscription Raised by 50% in One Year

Apple has raised the subscription price of Apple TV for the second time in twelve months, bringing the monthly cost to $14.99 in the U.S. Apple TV will now cost $14.99 a month in the US for new and existing subscribers. It was a $2 hike from its $12.99 fee. The annual subscription will cost $119.00, which is a $20 hike (via Deadline).

This comes at a time when streamers across the industry have increased prices. From Netflix to Peacock, many giants have had price hikes, while increasing content is being pushed out. Combined, the two hikes mean Apple TV now costs roughly 50% more than it did in the summer of 2025, even as the company touts record viewership for the service.

Apple TV Had Its Highest All-Time Viewership In June and Still Raised Price

Brad Pitt and Damson Idris in F1 | Credits: Apple Original Films/Warner Bros.

The latest price hike comes only a month after Apple TV reported its highest viewership numbers in June. During the company’s fiscal third-quarter earnings call in late July, executives said Apple TV viewership reached an all-time high, even as growth across the broader Services division slowed (via Deadline).

Comparisons to last year’s big releases like F1 revealed slower growth for the streamer’s broader division compared to 2025. Apple’s broader Services division posted a record $30.7 billion in revenue for its fiscal third quarter, up 12% year-over-year, though overall division growth came in slightly below Wall Street forecasts.

Apple CEO Tim Cook and CFO Kevan Parekh blamed foreign exchange rates for the lower growth. Parekh told Deadline,

We had the theatrical release of F1, which is one of the highest-grossing sports films in history. And this year, we didn’t. So that had an impact on both the June quarter and also the September quarter. 

Apple TV has had a pretty good year so far with Severance and Widow’s Bay being hits, and Sugar, Silo, and Cape Fear being top performers.

Apple TV’s Price Hike Follows the Trend from Other Streamers

Apple TV logo | Credits: Apple TV

Apple TV’s price hike did not come in a vacuum. It follows an industry-wide trend. Netflix increased prices in March, while YouTube Premium and Amazon Prime Video increased in April. Peacock increased prices earlier this month, while ESPN is set to become more expensive soon. It seems to have become a norm in the industry.

Apple’s own pricing history reflects that broader industry shift. The service launched at a deliberately low $4.99 a month in November 2019, an entry price designed to help it build an audience against far more established rivals.

It held that rate for years before beginning a string of increases: first to $6.99, then to $9.99, and then, in August 2025, up 30% to $12.99. With this week’s jump to $14.99, the monthly fee has effectively tripled since the 2019 launch, marking the fourth price increase for the service in four years.

What do you think about the price hike in the streaming industry? Comment below.