September 1, 2026, 3:37 pm | Read time: 3 minutes
Apple raised the prices for Apple TV in the U.S. at the end of August. The monthly subscription now costs $14.99 instead of $12.99. The annual subscription is now $119 instead of $99. Apple One is also getting more expensive. The individual version will now cost $21.95 instead of $19.95 per month. The new prices initially apply in the U.S., Brazil, Chile, and Mexico.
Apple TV Becomes More Expensive for the Fourth Time
Since the launch of Apple TV in 2019, Apple has adjusted the price for the fourth time in four years. Initially, the streaming service cost $4.99 per month in the U.S.
With the new monthly price of $14.99, the costs have tripled since its introduction. Apple justifies the increase with the expansion of its offerings, which now include more than 300 original productions. These include series such as “Ted Lasso,” “Severance,” and “Shrinking.” The film lineup includes the Oscar winner “CODA.”
In Germany, Apple last increased the subscription price at the end of 2023 from 6.99 euros to 9.99 euros. So far, the current and previous increases in the U.S. have not affected Germany.
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Original Productions and Live Sports Expand the Offerings
In addition to series and films, Apple TV is increasingly focusing on live sports. The service broadcasts content from Formula 1, Major League Baseball, and Major League Soccer.
Apple is following a general trend in the streaming industry. Netflix, Disney+, Hulu, Paramount+, YouTube Premium, and Peacock have also raised their subscription prices in the past two years.
The sports streaming service ESPN has also announced higher prices for September. Providers are trying to offset rising costs for productions and expanding their content.
Discounted Annual Subscription in Germany
Regular price increases, however, could reach their limits. A recent study from the U.S. shows that many users now consider the costs of streaming subscriptions too high. Providers like Netflix and Disney+ must therefore balance additional revenue with customer satisfaction.
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Some users in Germany are currently receiving a discounted annual subscription for 79 euros. The price is significantly below the regular offer and can protect against possible future increases.
Already in July, Apple raised the prices for Apple Music. At the same time, the family and premier versions of Apple One became more expensive. The adjustment for Apple TV now also affects the individual subscription of Apple One, which now costs $21.95 instead of $19.95.