Apple TV can still be worth paying for if you regularly watch its originals, follow its included sports, or share it with family. But in the U.S., its monthly price rose to $14.99 on August 28, 2026, making it less compelling as an always-on subscription for viewers who only want a title or two. The practical choice is to match the plan to what you expect to watch—not to assume the higher price brought a new feature.
What changed in Apple TV’s U.S. pricing?
On August 28, 2026, Apple raised the U.S. monthly price from $12.99 to $14.99 and the annual price from $99 to $119. The monthly increase is $2, or about 15.4% over the previous monthly price. Apple made the new price effective immediately for new subscribers and said existing subscribers would receive approximately one month’s notice before paying more. Apple’s announcement and MacRumors’ report describe the change. MacRumors reported increases in Brazil, Chile, and Mexico as well; it said no other countries were affected at the time. Prices vary by market, so subscribers outside the U.S. should check local checkout pricing.
| U.S. subscription | Current price | Previous price |
|---|---|---|
| Apple TV monthly | $14.99 per month | $12.99 per month |
| Apple TV annual | $119 per year | $99 per year |
| Apple One Individual | $21.95 per month | $19.95 per month |
Apple One prices are from Apple’s current U.S. plan page; Apple One Family is $27.95 per month and Premier is $39.95 per month. The August price report said Family and Premier did not change on that date because their prices had risen in July. Apple’s Apple One page lists current plan pricing. Apple’s announcement covers the August changes.
What does Apple TV include for the subscription?
Apple describes the service as a library of hundreds of exclusive original shows and films, with new releases each week. Its originals are commercial-free. Sports included in the subscription currently listed by Apple include Formula 1 races, MLS matches, and Friday Night Baseball. Apple calls the U.S. service the new home of F1 and says its MLS coverage includes every club and match without blackouts. Sports rights and availability can change, so check Apple’s live regional page for current terms. Apple’s Apple TV page has its current programming and sports details.
#1 Best Overall
- HD streaming made simple: With America’s number 1 TV streaming platform,* exploring popular apps—plus tons of free movies, shows, and live TV—is as easy as it is fun. *Based on hours streamed—Hypothesis Group
- Compact without compromises: The sleek design of Roku Streaming Stick won’t block neighboring HDMI ports, and it even powers from your TV alone, plugging into the back and staying out of sight. No wall outlet, no extra cords, no clutter.
- No more juggling remotes: Power up your TV, adjust the volume, and control your Roku device with one remote. Use your voice to quickly search, play entertainment, and more.
- Shows on the go: Take your TV to-go when traveling—without needing to log into someone else’s device.
- TV, simplified: With setup that only takes minutes, a simple-to-navigate Home Screen, and an uncluttered remote control that does all you need—Roku makes it easier to watch the TV you love.
You can watch through the Apple TV app on supported Apple and Android devices, smart TVs, streaming devices, and PC, or watch online. A dedicated Apple TV 4K device is optional. Apple also supports downloading Apple Originals to Apple devices for offline viewing. One subscription can be shared with up to six people, including the subscriber. Apple lists supported platforms, downloads, and sharing details.
Is Apple TV still worth it after the price increase?
There is no objective number of viewing hours or shows that makes the service worth $14.99 to everyone. A useful test is whether the titles and live sports you expect to watch in the next billing period justify that month’s charge. Subscribers with several upcoming releases they care about, regular sports viewing, or a household that will use sharing are more likely to find value. If you only want a few shows, subscribing for the months when they are available and cancelling between them may be a better fit.
Rank #2
- 4K streaming made simple:With America’s number 1 TV streaming platform,* exploring popular apps—plus tons of free movies, shows, and live TV—is as easy as it is fun. *Based on hours streamed—Hypothesis Group
- 4K picture quality: With Roku Streaming Stick Plus, watch your favorites with brilliant 4K picture and vivid HDR color.
- Compact without compromises: Our sleek design won’t block neighboring HDMI ports, and it even powers from your TV alone, plugging into the back and staying out of sight. No wall outlet, no extra cords, no clutter.
- No more juggling remotes: Power up your TV, adjust the volume, and control your Roku device with one remote. Use your voice to quickly search, play entertainment, and more.
- Shows on the go: Take your TV to-go when traveling—without needing to log into someone else’s device.
One trade-off is the size of the library. Apple promotes hundreds of originals, while Ars Technica has characterized the catalog as much smaller than many rival subscription services. That is a qualitative comparison, not a precise catalog ratio. The service may suit viewers who prioritize Apple’s particular shows and films; it is less persuasive for someone seeking the broadest possible catalog. Ars Technica’s analysis discusses the library comparison and notes that Apple has not disclosed Apple TV’s streaming profitability.
Should you pay monthly or annually?
At the stated U.S. prices, twelve monthly payments cost $179.88. The $119 annual plan is $60.88 less than that, but requires paying the full year upfront. On price alone, annual billing costs less than monthly billing if you expect to keep a paid subscription for at least eight months at unchanged rates. It is a poor fit if you are unsure you will watch through the year or do not want to commit the upfront amount.
Rank #3
- 4K High Dynamic Range (Dolby Vision and HDR10) for stunning picture quality
- Dolby Digital Plus 7.1 surround sound
- A10X Fusion chip for ultra-fast graphics and performance
- Voice search by asking the Siri Remote
Apple’s U.S. page lists a seven-day trial for new subscribers and an offer of three months with a qualifying Apple device when redeemed within 90 days. Apple also lists Apple TV access through the Apple Music Student Plan and Apple One. Offers and eligibility can vary; check the terms at checkout and note the date a trial converts to paid service. Apple’s service page lists the offers and student-plan access.
Could Apple One or sharing make it a better deal?
Apple TV and Apple Arcade include Family Sharing even with Apple One Individual. Apple One Family and Premier can be shared with up to five other people. Apple’s plan page gives the current U.S. prices and sharing terms.
Rank #4
- Advanced 4K streaming - Elevate your entertainment with the next generation of our best-selling 4K stick, with improved streaming performance optimized for 4K TVs.
- The newest Fire TV experience (2026) – Our biggest update to Fire TV has a new, modern design that gets you to your entertainment fast. Browse dedicated content categories, pin more of your favorite apps, and get personalized recommendations from Alexa+. Spend less time scrolling, and more time watching.
- Cloud gaming, no console required – Stream Call of Duty: Black Ops 7, Hogwarts Legacy, Outer Worlds 2, Ninja Gaiden 4, and hundreds of games on your Fire TV Stick 4K Select with Xbox Game Pass and Luna via cloud gaming. Xbox Game Pass subscription and compatible controller required. Each sold separately.
- Smarter picks with Alexa+ – Getting to what you love has never been easier. Press the voice remote button and talk naturally to find what to watch across your apps, manage your smart home, or dive into virtually any topic.
- Wi-Fi 6 support - Enjoy smooth 4K streaming, even when other devices are connected to your router.
Do not treat Apple One as an automatic discount. Compare its monthly cost with the services your household would otherwise pay for: Apple One bundles Apple TV with other services such as Apple Music, Apple Arcade, and iCloud+. Apple says the plans discount the included services versus buying them separately, but whether a household saves depends on which of those services it would buy on its own.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How to decide before your next renewal
- List the Apple TV shows, films, and included sports you realistically expect to watch before the next charge.
- Check whether anyone else in your household will use the subscription through Family Sharing.
- Compare monthly billing with the annual upfront cost only if you expect to watch for much of the year.
- Check Apple One or student-plan eligibility against services you already use, rather than counting every bundled service as a saving.
- Confirm the renewal date and cancellation options in your Apple subscription settings, especially after a trial or a price-change notice.
If you already own a supported TV, streaming stick, phone, tablet, or computer, you do not need to buy separate hardware to watch. Apple TV 4K is an optional streaming device, not a requirement for the subscription. Apple’s service page lists compatible ways to watch.
Quick Recap
Best Value
- Dolby Atmos for immersive, room-filling sound - 4K High Frame Rate HDR with Dolby Vision for fluid, crisp video
- A12 Bionic chip gives a big boost to audio, video, and graphics, for even better game and app experiences than ever before
- The new Siri Remote with touch-enabled clickpad - Use AirPlay to share photos, videos, and more from your device on your TV
- Apple Original shows and movies from Apple TV+ - Watch the latest hits from Disney+, Amazon Prime Video, HBO Max, and more
- More ways to enjoy your TV with Apple Arcade, Apple Fitness+, and Apple Music - Private listening using up to two sets of AirPods
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
