Apple has increased the price of Apple TV in the United States, taking the monthly subscription from $12.99 to $14.99, while the UK price remains unchanged at £9.99 per month for now.
The latest increase took effect for new US subscribers on 28 August, with existing subscribers set to be notified before the higher price reaches their bill. Apple has also raised the US annual Apple TV plan from $99 to $119, while Apple One Individual has moved from $19.95 to $21.95 per month.
For UK viewers, however, there is no equivalent rise at the time of writing. Apple’s UK pricing page still lists Apple TV at £9.99 per month after a seven-day trial, with Apple One starting from £18.95 per month.
Apple TV gets another US price increase
Apple confirmed the new US pricing at the end of August, with the standard monthly subscription now costing $14.99. The annual option has also increased to $119, meaning the latest change affects both of Apple’s main standalone subscription choices rather than just the month-to-month plan.
The individual Apple One bundle has also increased to $21.95 per month in the US. Apple One combines services including Apple TV, Apple Music, Apple Arcade and iCloud storage into a single subscription.
According to reporting from 9to5Mac, the higher prices apply immediately to new subscribers, while existing customers will receive notice before the revised charge is applied.
UK Apple TV pricing is unchanged for now
The important distinction for UK customers is that Apple has not applied the same increase here. Apple’s UK Apple TV page still lists the service at £9.99 per month, while Apple One continues to start from £18.95 per month.
That makes this a market-specific change rather than a global price rise. Apple’s US Apple TV page now clearly shows the $14.99 monthly price, while the equivalent UK page continues to display £9.99.
There is no guarantee that UK pricing will remain untouched indefinitely, but there is also no reason to assume a UK increase before Apple announces one. For the moment, British subscribers continue to pay the existing rate.
Apple is asking more as the service expands
The price increase comes as Apple continues to broaden what is included with its streaming service in the US. Apple now promotes Formula 1, Major League Soccer and Friday Night Baseball alongside its original films and series, with the company positioning Apple TV as more than a catalogue of scripted originals.
That makes the value calculation more complicated than it was when Apple TV first launched. A subscriber who watches Apple Originals and makes use of the growing live-sport offering may see more value in the service than someone who only joins for one or two series each year.
For viewers comparing services more broadly, our Best Streaming Services Compared guide looks at how the major platforms stack up, while our recent report on the Paramount+ UK price rise shows that subscription increases are not limited to Apple.
What this means for Apple TV 4K owners
The subscription change does not affect the Apple TV 4K hardware itself. The streaming box remains a separate purchase, and Apple TV can also be watched through the Apple TV app on compatible smart TVs, consoles and other streaming devices.
If you use Apple’s box as the centre of your home entertainment setup, our Apple TV 4K long-term review looks at how the hardware holds up in 2026. We have also examined whether the Apple TV 4K is still worth buying and compared Apple TV 4K with built-in smart TV apps.
Tech Torque Verdict
Another US increase makes Apple TV harder to describe as a low-cost streaming option, even as Apple adds more content and live sport to the service. Moving from $12.99 to $14.99 per month is meaningful for subscribers already juggling several streaming bills, and the annual plan rising to $119 reinforces that this is a broader pricing reset rather than a small monthly adjustment.
For UK viewers, the immediate message is simpler: nothing has changed yet. Apple TV remains £9.99 per month in the UK, and we would treat any future change separately if Apple updates the British price.
