Apple TV price increase: Subscription cost is now 3 times higher than 2019. Here’s how much you’ll pay in the US

Apple TV is getting more expensive in the U.S. — again. Apple has raised the price of its streaming service to $14.99 a month, up from $12.99, marking a striking increase from the $4.99 monthly price Apple TV launched with in 2019.

That means Apple TV now costs three times as much per month as it did when the streaming service debuted seven years ago.

The latest price increase takes effect August 28 for new subscribers. Existing subscribers will be notified about a month before the higher price is applied to their accounts.

Apple TV price increase: How much does it cost now?

Apple is increasing both the monthly and annual prices of its standalone Apple TV subscription. The Individual tier of Apple One is also becoming more expensive.

• Apple TV monthly: $14.99, up from $12.99
• Apple TV annual: $119, up from $99
• Apple One Individual: $21.95 per month, up from $19.95

For comparison, Apple TV launched in November 2019 at $4.99 per month. The current $14.99 monthly price represents a 200% increase from the original launch price.

In other words, a subscription that cost Americans $4.99 a month in 2019 now costs $10 more every month.

From $4.99 to $14.99: Apple TV's price journey

When Apple entered the streaming market in 2019, it positioned Apple TV as a relatively inexpensive alternative to established streaming services. The $4.99 monthly price was one of the major selling points when the service launched alongside Apple's original programming.

The price has changed substantially since then.

Apple later increased the monthly subscription to $6.99 before raising it again to $9.99. The service subsequently moved to $12.99 per month, before the latest increase takes the monthly price to $14.99.

The latest change therefore represents a major shift from the service's original $4.99 price tag.

For subscribers who have remained with Apple TV since 2019, the monthly bill has effectively tripled.

Why is Apple TV getting more expensive?

The latest increase comes as Apple has significantly expanded what it offers through the streaming service.

Apple has invested heavily in original series and movies while also moving deeper into live sports.

The company has secured an exclusive U.S. partnership for Formula 1, with F1 streaming included with the standard Apple TV subscription at no additional charge. Apple has also brought Major League Soccer to the service, expanding its live sports offering.

At the same time, Apple TV continues to build its lineup of original shows. Popular titles such as Ted Lasso remain major draws, while Dark Matter has returned for its second season. Slow Horses Season 6 is scheduled to premiere September 16.

Those additions give Apple more content to point to as it raises the price of the service.

Apple TV vs. 2019: How much has the price increased?

The difference becomes especially noticeable when the current price is compared with the launch price.

In 2019, an Apple TV subscription cost $4.99 per month. At $14.99 today, subscribers are paying $10 more every month.

Over a full year, that means the monthly subscription would cost $179.88 today, compared with $59.88 at the original launch price — a difference of $120 a year.

The latest increase alone adds another $24 to the annual cost for people paying month to month.

What happens to existing Apple TV subscribers?

Existing subscribers will not immediately be charged the higher rate. Apple says they will receive notification about the price increase approximately one month before the new price is applied.

New subscribers, however, will pay the higher prices beginning August 28.

The Apple One Individual plan is also increasing to $21.95 per month, while prices for Apple's other Apple One tiers remain unchanged in this latest adjustment.

Apple TV has come a long way since 2019

The price increase highlights just how dramatically Apple's streaming strategy has changed since 2019.

The service began with a $4.99 monthly subscription and a relatively small collection of original programming. Seven years later, Apple TV has expanded into live sports, including Formula 1 and MLS, while continuing to spend heavily on original entertainment.

That expansion comes with a higher price tag.

For U.S. viewers, the question now is whether the additional sports and entertainment offerings are enough to justify paying three times the monthly price Apple charged when Apple TV launched in 2019.