Apple TV+ Subscription Cost Rises Again, No Ad-Supported Option

Apple TV+, the streaming service home to award-winning series such as "Ted Lasso" and "Severance," is raising its subscription costs for U.S. customers, the company announced Friday. The price for a monthly subscription now stands at $14.99, a $2 increase from its previous rate. The annual plan has also seen a significant jump, rising by $20 to $119.99. This marks the fourth price adjustment for the service in the past four years.

The price hikes extend to other Apple bundle plans as well. The Apple One individual plan, which consolidates services including Apple Music, Apple Arcade, and iCloud storage, will now cost $21.95 per month, an increase of $2. These changes come as many streaming platforms grapple with content costs and seek to maximize revenue. Apple TV+ launched in 2019 at a modest $4.99 per month, positioning itself as a premium offering with a focus on original, critically acclaimed content.

Competitors Also Adjust Pricing Structures

Apple TV+ is not alone in its decision to increase prices. Several other major streaming services have recently implemented similar measures. Peacock, owned by NBCUniversal, boosted its prices earlier this month. Its ad-supported tier is now $12.99 monthly, up from $10.99, while its premium plan rose by $3 to $19.99 per month. ESPN is also scheduled to raise its streaming prices in September. The Disney-owned sports streamer's unlimited plan will increase from $29.99 to $31.99 a month, with its annual cost climbing from $299.99 to $319.99. Earlier in 2026, services like Amazon Prime Video, Netflix, and YouTube Premium also implemented price increases, reflecting a broader trend across the industry.

Notably, Apple TV+ continues to operate without an advertising-supported tier, a strategy adopted by many competitors to offer a lower-cost entry point for consumers. While Apple provides a complimentary three-month trial to purchasers of new Apple devices, the absence of a cheaper, ad-supported option means that all subscribers must now pay the elevated price for an ad-free experience.

Apple TV+ has distinguished itself by investing heavily in high-quality original programming. The service boasts over 300 original movies and television shows. The platform has gained significant recognition through awards, with shows like "Ted Lasso" having garnered multiple Emmy wins. This year, the streamer's series "Widow's Bay" and "Pluribus" are contending for numerous awards. In addition to its cinematic and television content, Apple TV+ has also expanded its sports offerings, recently securing exclusive rights to Formula 1 races in the U.S. and continuing to provide Major League Baseball and Major League Soccer games.