Apple TV is the latest streamer to raise rates, announcing this morning that the monthly subscription price for the service will increase in the U.S. for new and existing subscribers as of August 28.
The new monthly price is now $14.99 (from $12.99) and the annual price is up to $119 from $99.
Existing subscribers will be notified roughly one month prior to being charged the new price.
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The Individual tier of Apple One — all of Apple’s subscription services in one plan — is now $21.95 (from $19.95).
The streamer last raised prices a year ago, in August 2025, with a 30% jump from $9.99 to $12.99. It left its annual rate unchanged then at $99.99.
Apple executives said in July that Apple TV viewership hit an all-time high last quarter, though they don’t break out subscriber numbers or financial for streaming. But they’ve indicated the platform is a key driver of the tech giant’s services division, where revenue rose 12% to $30.7 billion for the June quarter from the year earlier.
The streamer is having a nice run with a hefty 87 Emmy nominations from Widow’s Bay, Severance and The Studio to Pluribus, Slow Horses, Your Friends & Neighbors, Margo’s Got Money Troubles and Shrinking.
Season 4 of Ted Lasso is underway. Widow’s Bay was a sleeper hit. Cape Fear, Silo and Sugar are other top performers.
Streamers have been issuing a steady drumbeat of annual price hikes in recent years. Peacock raised is rates earlier this month.