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 now $119 (from $99).
Existing subscribers will be notified approximately one month prior to being charged the new price.
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 of 2025, with a 30% jump from $9.99 to $12.99. It left its annual rate unchanged then at $99.99.
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Apple executives said in July that Apple TV viewership hit an all-time high last quarter but they don’t break out subscriber numbers or financial for streaming, which is a key driver of the tech giant’s services division. Sales in services rose 12% to $30.7 billion in the June quarter.
The streamer behind Severance is having a nice run with a hefty 89 Emmy nominations. Season 4 of Ted Lasso is underway. Widow’s Bay was a sleeper hit. Cape Fear, Silo and Sugar and Sugar are other top performers.
More to come