Apple TV prices are rising again, with the monthly plan reaching $14.99 as Apple expands its streaming lineup and live sports offerings.
Key Highlights
- Apple TV now costs $14.99.
- Annual plan reaches $119.
- Apple One Individual costs $21.95.
- Fourth price hike since launch.
Apple TV is entering an important new phase in 2026. Apple has raised the price of its streaming service in the United States, while reports point to a major new Apple TV 4K model arriving later this year. At the same time, the latest tvOS update continues to improve the experience for existing Apple TV users.
Apple TV Subscription Gets More Expensive
The biggest Apple TV news is the latest subscription price increase. Starting August 28, 2026, the monthly Apple TV plan in the US costs $14.99, compared with $12.99 previously. The annual plan has also increased from $99 to $119.
Apple has also increased the price of the Apple One Individual plan from $19.95 to $21.95 per month. Other Apple One plans were not changed in this latest increase.
The new Apple TV prices apply immediately to new subscribers. Existing subscribers will receive notice around one month before the higher price is charged.
Fourth Apple TV Price Increase
This is the fourth Apple TV price increase since the service launched in 2019. The service originally cost $4.99 per month in the US. It later increased to $6.99 in 2022, $9.99 in 2023, $12.99 in 2025, and now $14.99.
The higher price comes as Apple TV has expanded its content library and sports offering. Formula 1 and Major League Soccer are now part of the service in the US, adding more value beyond Apple's original shows and movies.
New Apple TV 4K Could Arrive Soon
While the Apple TV service is getting more expensive, Apple is reportedly preparing a new Apple TV 4K.
The current model still uses Apple's A15 Bionic chip, which first appeared in the iPhone 13 generation. Reports suggest the next Apple TV 4K could use an A17 Pro chip or something newer. More RAM is also expected.
However, Apple has not officially confirmed these hardware details yet.
Siri AI Could Be a Major Upgrade
One of the most interesting rumored features for the new Apple TV is Siri AI. Reports suggest Apple's next-generation device could gain more advanced Siri capabilities that require stronger processing power and additional memory.
The rumored Apple TV could also use Apple's N1 wireless chip. This may bring Wi-Fi 7 and Bluetooth 6 support, offering better wireless performance and lower latency with compatible equipment.
An updated Siri Remote is also reportedly planned, although its exact improvements remain unknown.
tvOS 26.6 Is Now Available
Existing Apple TV owners also have a software update available. tvOS 26.6 was released on July 27, 2026, for Apple TV HD and all Apple TV 4K models.
The larger tvOS 26 release introduced the Liquid Glass design, improvements to the Apple TV app, updated screen savers, better Apple Music Sing features and other interface changes.
Also Read: Apple TV 2026 Latest Hardware, tvOS 26 Updates and Streaming Hits
What Comes Next for Apple TV?
The combination of a higher subscription price and a possible new streaming box makes Apple TV one of Apple's more interesting entertainment products right now.
For viewers, the biggest question is whether the expanding Apple TV content library and sports lineup can justify the higher cost. For hardware fans, the rumored new Apple TV 4K could be even more important if Apple adds a newer chip, AI-powered Siri, Wi-Fi 7 and an updated remote.
For now, Apple has officially confirmed the subscription price changes and tvOS 26.6. The new Apple TV 4K remains unannounced, so its final specifications and launch date should be treated as rumors until Apple provides official details.
Also Read: Apple Watch Ultra 4 Expected Launch, Price, and Features Details