Apple TV prices follow Apple Music with another hike

Can you imagine living in a world where you woke up one day and discovered that one of your favorite streaming services was lowering its prices? A little “thank you” to all those loyal subscribers? Executives tightening belts in order to make their service more attractive to customers? Alas, that is not the reality we live in, and it feels like these companies will not rest until they’ve taken every last cent from us. Right now, another is doing its duty to help speed that process along.

A little over a month ago, Apple Music announced a price increase, albeit a modest one, with the base rate going up just $1 a month. If you saw that as just an opening move, congratulations on your prescience, as now Apple TV is following suit with its own higher prices.

Instead of stating at $12.99 for a month of Apple TV, today that rate climbs to $14.99, according to Deadline. Annual plans will increase from $99 to $119. And bundled Apple One plans will feel the sting, as well, with the individual plan growing from $19.95 to $21.95 a month.

This marks the second rate hike for Apple TV in just over a year — now 50% more expensive than it was going into August 2025. Hopefully Apple doesn’t keep up that pace, or else we’ll soon be paying over $20 a month for our Ted Lasso fix. He’s charming, but — is he that charming?

Apple TV has plenty of ardent fans, and the company has managed to develop a solid library of original content, but the streaming market is still a tempestuous thing, and we’ll be curious to see how both other services and Apple’s subscribers react to today’s shift. Apple does have the benefit of an extremely loyal user base and tight vertical integration of its products and services, so it’s probably on solid ground, but it will still be interesting to see how subscriber growth looks over the months to come.