Effective immediately: Apple TV+ now costs $14.99 a month
Heads up: Apple TV+ is raising its monthly price, and it slipped the change in with barely a peep.
As of August 28, Apple TV+ costs $14.99 a month in the U.S., and the annual plan climbs to $119. Apple confirmed the change to 9to5Mac. The new rate applies to both new and existing subscribers; current members will get an email about a month before the higher price hits their bill.
Apple TV+ now costs $14.99 a month in the U.S., effective August 28.
- Monthly: $14.99 (up from $12.99)
- Annual: $119 (Apple left it at $99.99 during last year’s hike)
- Who’s affected: New and existing U.S. subscribers
- Notice: Existing members are notified roughly 30 days ahead of the new rate
This is the second straight year Apple has raised Apple TV+’s monthly price: in August 2025 , it jumped 30% from $9.99 to $12.99 while the annual plan stayed at $99.99. The latest move follows a separate, recent price increase for Apple Music.
What’s coming in 2026
Apple is padding the slate that subscribers are paying for. On deck for 2026:
- Imperfect Women — starring Elisabeth Moss and Kerry Washington
- Margo’s Got Money Troubles
- Cape Fear — featuring Amy Adams and Javier Bardem
Also still in the pipeline: Slow Horses Season 6.
Big quarter for Apple TV+
Apple TV+ says it just logged its highest quarterly viewership ever, buoyed by 87 Emmy nominations for series including Severance , Slow Horses, and Shrinking. New thriller Widow’s Bay also delivered a notable lift.
In Apple’s broader Services business, revenue hit a June‑quarter record of $30.74 billion, up 12% year over year but shy of Wall Street’s $31.22 billion expectation. Across Apple services, the company now counts about 1.5 billion paid subscriptions.
The new Apple TV+ prices are live today for new members; existing subscribers will be charged the higher rate after their 30‑day notice window.