Apple TV is getting more expensive, Apple confirmed today, marking the streaming service’s second price hike in roughly a year. The monthly cost climbs from EUR 11 to EUR 13, while the annual plan jumps from EUR 85 to EUR 102.
The increase arrives just weeks after Apple raised prices for Apple Music. This time, the company is also adjusting one of its bundle tiers, giving subscribers across the United States another reason to review their recurring charges.
What’s Changing With Apple TV and Apple One
Here is a breakdown of the new pricing. Apple TV monthly rises to EUR 13, up from EUR 11. The annual plan increases to EUR 102, up from EUR 85. The Apple One Individual plan moves to EUR 19, up from EUR 17.
Prices for the other Apple One bundles stay the same. When Apple raised Apple Music pricing last month, it also increased the Apple One Family and Apple One Premier plans, but left the Individual tier untouched until now.
The higher rates take effect today for new subscribers. Existing subscribers will be notified about a month before the new price is charged, according to Apple.
A Second Increase in a Year
Apple last raised the price of Apple TV in August 2025, when the monthly rate went from EUR 9 to EUR 11. At that time, the company did not touch the annual plan or the Apple One bundles, making this the first adjustment to those options in the current cycle.
The latest hike follows a significant expansion of the service’s content lineup. Last October, Apple announced a deal to become the exclusive Formula 1 broadcast partner in the US, with F1 streaming included in the standard subscription at no extra cost.
More Sports and New Releases
Earlier this year, Apple added Major League Soccer streaming to Apple TV at no additional cost. MLS access had previously required a separate MLS Season Pass subscription.
Apple has also leaned on strong recent launches to justify the added value. Season four of Ted Lasso landed to positive reception, and the second season of Dark Matter debuted today. Slow Horses season 6 is set to premiere on September 16.
The new pricing is live now for anyone signing up, while current subscribers keep their existing rate until Apple sends the required advance notice.
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Image: 9to5mac.com
