Apple TV+ is having quite the busy year, and apparently, its subscription price wanted a starring role too. The streamer has brought Imperfect Women, starring Elisabeth Moss and Kerry Washington, Margo's Got Money Troubles, and Cape Fear, featuring Amy Adams and Javier Bardem, to audiences in 2026. With all that arriving, a price hike was apparently on the agenda too, taking the monthly subscription from $12.99 to $14.99.

The catch is that the new price is effective immediately, making this a change subscribers will want to examine closely.

Apple TV+ is officially making its monthly subscription more expensive, with Apple confirming the change to 9to5Mac. Starting August 28, the streaming service will charge both new and existing U.S. subscribers $14.99 per month, up from $12.99. The annual plan is also climbing, moving from $99 to $119.

For existing subscribers, however, the higher price will not arrive completely without warning. Apple will notify customers approximately one month before they are charged the new rate, giving them some time to decide whether the service still earns its place in their monthly entertainment budget. The increase therefore affects both pricing tiers, rather than monthly subscribers alone.

The latest adjustment also comes just one year after Apple TV+ last raised its monthly price in August 2025, when it jumped 30% from $9.99 to $12.99. Its annual plan remained at $99.99 during that previous increase, making the latest change more substantial for yearly subscribers too. Apple confirmed the new pricing to 9to5Mac after recently raising Apple Music prices.

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The price increase becomes an especially curious development considering Apple TV+’s performance in recent quarters, with Slow Horses Season 6 still waiting in the wings.

Apple TV+ had a particularly lively quarter, recording its highest quarterly viewership ever as its growing slate continued to attract audiences. The momentum was helped by 87 Emmy nominations for shows including Severance, Slow Horses, and Shrinking, while Widow’s Bay also delivered a notable viewership boost. The streaming platform therefore entered summer with considerable momentum.

The broader Apple Services division, which houses Apple TV+, also posted a June-quarter record of $30.74 billion in revenue, up 12% year-over-year, although it fell short of Wall Street’s $31.22 billion expectation. Apple also reported 1.5 billion paid subscriptions across its services ecosystem, making the latest Apple TV+ price increase an especially interesting development. 

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What do you think of Apple TV+'s increase in monthly subscription price? Let us know in the comments!