Apple TV just got $2 more expensive. Starting August 28, the monthly subscription in the US climbs from $12.99 to $14.99, a jump of roughly 15.4%, and it hits both new sign-ups and people already paying for the service.
That last part matters. This isn’t a new-customer price tag Apple is testing, existing subscribers will see their bill move to a higher rate too. Apple hasn’t given a specific reason for the increase, so it’s worth being careful about assuming a single cause. What’s true is that Apple TV’s content library has grown substantially this year, now covering every MLS match and every Formula 1 Grand Prix in the US alongside Apple Originals and Friday Night Baseball. Whether that expanded sports slate is actually driving the price hike is something Apple simply hasn’t said.
This isn’t an isolated move, either. Apple raised Apple Music prices back in July, pushing the Individual plan from $10.99 to $11.99 and Family from $16.99 to $19.99. Two subscription increases in the same year points to a broader pattern of Apple recalibrating its services pricing, even if the specific reasoning behind each one differs.
Worth a clarification too: this only applies to the US Apple TV subscription, not international pricing, which varies by market, and it has nothing to do with the Apple TV 4K streaming box, which is separate hardware currently rumored for its own update.
For subscribers, the practical upshot is straightforward. If you’ve been paying $12.99 a month, expect that number to become $14.99 on your next billing cycle, sports rights or not.
M Adnan Akram is the founder and lead writer at Phoonomo, covering mobile technology with a primary focus on Apple and the broader smartphone industry, alongside emerging developments in AI. He follows product launches, spec leaks, and industry trends closely to keep readers informed with timely updates.
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