Apple TV+ is getting more expensive in the US, marking the streaming service’s fourth price increase in four years. The monthly subscription now costs USD 14.99, up from USD 12.99, while the annual plan has increased from USD 99 to USD 119.
The latest hike also puts Apple TV+ at three times its original launch price. When Apple introduced the service in 2019, subscribers paid USD 4.99 a month.
The new pricing applies immediately to new subscribers in the US. Existing customers will see the higher price from their next billing cycle after receiving advance notice.
Apple also increased the price of its Apple One Individual plan. The monthly subscription now costs USD 21.95, compared with USD 19.95 earlier. The bundle includes Apple TV+, Apple Music, iCloud+, Apple Arcade and other Apple services.
For people already paying for several Apple services, the bundle remains an alternative to subscribing to each service separately.
Apple’s latest price increase is not an isolated move. Several major streaming platforms have raised prices or made certain plans more expensive in 2026.
Netflix, Disney+, Peacock, Paramount+, Max and Amazon Prime Video have all increased subscription costs in different ways. Amazon, for instance, has made its ad-free add-on more expensive.
The trend has increasingly been described as ‘streamflation,’ as streaming bills continue to rise across the industry.
The price increases come as streaming companies continue to spend heavily on content. Apple has invested billions of dollars in building its originals catalogue, which includes shows such as Severance, Ted Lasso, The Morning Show, Silo and Dark Matter.
The company has also moved further into live sports, including Formula 1, Major League Soccer and MLB coverage.
Apple TV+ continues to offer a single ad-free plan, with 4K streaming, Dolby Vision and Dolby Atmos included at the same price. Unlike some rivals, however, it does not offer a cheaper, ad-supported tier for viewers looking to spend less.
For Indian subscribers, there is no immediate change. Apple announced the latest price increase for the US market and has not confirmed a similar revision for India.
For viewers already juggling several streaming subscriptions, the repeated hikes could make choosing which services to keep a little more important. For Apple TV+ users, the decision may ultimately come down to how often they watch its growing library of original shows, films and live sports.