Apple increased the price for a monthly subscription to Apple TV by $2, to $15, today.
Annual prices increased by 20 percent from $99 to $119. Current subscribers will receive one month’s notice before paying the new prices, Apple said, per Variety.
Apple’s most recent price hike was in August 2025, when monthly prices went from $10 to $13. Monthly prices also increased in October 2023 and October 2022. Apple TV (then called Apple TV+) started in 2019 for (a seemingly financially unsustainable) $5/month.