Apple TV costs $14.99 a month (or $119 a year) for the streaming service and $299 for the new Apple TV 4K box, the only model Apple sells as 2027 approaches. The biggest variable is which of those two things you actually need, because most people who want Apple’s shows already own a TV that can play them for free.
Both prices jumped in 2026. The box went from $129 to $299 in about four months, and the subscription rose for the fourth time since launch. So the useful number is not either sticker. It is what the box, the plan and any bundle cost you together over the two or three years you will keep them.
One name, two bills
Apple dropped the “+” from its streaming service in October 2025, so “Apple TV” now means three things: the streaming subscription (Severance, Ted Lasso, Slow Horses, plus F1 and MLS in the US), the free Apple TV app that plays it, and the Apple TV 4K hardware box. The subscription is a monthly bill. The box is a one-time purchase that also runs Netflix, YouTube TV, Disney+ and everything else.
- Want Apple’s shows and sports? You need the subscription. The free Apple TV app runs on most Samsung, LG, Vizio and Google TV sets, Roku and Fire TV devices, PlayStation, Xbox, iPhone, iPad, Mac, Android phones and the web.
- Want a better streaming box for everything? That is the $299 hardware question, and you can answer it without ever paying Apple monthly.
- Want both? Budget for both, and look hard at bundles.
The streaming plan: $14.99 and four raises in seven years
On August 28, 2026, Apple raised the US monthly price from $12.99 to $14.99 and the annual plan from $99 to $119. New subscribers paid the new rate that day. Existing subscribers get an email about a month before they renew at the higher price.
| Year | Monthly price | Change |
|---|---|---|
| 2019 launch | $4.99 | None |
| 2022 | $6.99 | +$2.00 |
| 2023 | $9.99 | +$3.00 |
| 2025 (August) | $12.99 | +$3.00 |
| 2026 (August 28) | $14.99 | +$2.00 |
| Annual plan, current | $119/year (about $9.92/month) | Up from $99 |
The annual plan is the simplest saving: $119 versus $179.88 for twelve monthly payments, a $60.88 difference. It only pays off if you watch all year. If you binge one season and leave, paying $14.99 for a single month beats a year you will not use.
Sports changed the value math this year. Apple folded MLS Season Pass into the regular subscription starting with the 2026 season, so every MLS match now streams to Apple TV subscribers at no extra charge. Apple also became the exclusive US home of Formula 1 in 2026, with F1 TV Premium included. A soccer or F1 fan who used to pay for a separate pass is now paying less overall, even after the hike.
Bundles that beat $14.99
Very few people should pay Apple’s standalone monthly rate if they also pay for something it bundles with.
| Option | US price per month | What you get |
|---|---|---|
| Apple TV alone | $14.99 | Apple TV only |
| Apple TV + Peacock Premium | $17.99 | Both services, Peacock with ads; about $10 less than buying separately |
| Apple TV + Peacock Premium Plus | $22.99 | Both, Peacock ad-free; about $12 less than separately |
| Apple One Individual | $21.95 | Apple TV, Apple Music, Apple Arcade, 50GB iCloud+ |
| Apple One Family | $27.95 | Same services for up to six people, 200GB iCloud+ |
| Apple One Premier | $39.95 | Adds Apple News+, Apple Fitness+ and 2TB iCloud+ |
The Apple One test is short: if you already pay for Apple Music ($11.99 for an individual since July 2026) and any iCloud+ storage, Individual adds Apple TV for only a few dollars a month. If you use none of Apple’s other services, Apple One is just a pricier way to watch Apple TV. Also check your phone bill. T-Mobile has offered Apple TV at a deep discount on some Experience plans, and carrier and cable perks change often enough that a quick look at your account page is worth five minutes.
The box: why $129 became $299 in one year
On June 25, 2026, Apple raised the 2022 Apple TV 4K from $129 to $199 (Wi-Fi, 64GB) and from $149 to $249 (Wi-Fi + Ethernet, 128GB), blaming a memory chip shortage driven by demand for AI server memory. Apple told reporters it had “never seen a component price increase this much, this quickly.” Then on October 13 it announced the fourth-generation Apple TV 4K at $299, in a single 128GB configuration, with pre-orders open and availability from November 13, 2026.
| Streaming device | US list price (late 2026) | Before the 2026 increases |
|---|---|---|
| Apple TV 4K, 4th gen (A19, 128GB, Wi-Fi 7, Ethernet) | $299 | New model |
| Apple TV 4K, 3rd gen (2022), Wi-Fi + Ethernet | $249 where still stocked | $149 |
| Apple TV 4K, 3rd gen (2022), Wi-Fi | $199 where still stocked | $129 |
| Replacement Siri Remote (4th gen) | $59 | New model |
| Fire TV Cube | $200 | $140 |
| Roku Ultra | $150 | $100 |
| Google TV Streamer | $100 | Not repriced |
| Fire TV Stick 4K Max | $85 | About $60 |
| Roku Streaming Stick 4K | $80 | $50 |
Everyone raised prices, not just Apple. But the gap still widened: the Apple box now costs three times Google’s streamer and about $100 more than Amazon’s top Fire TV.
What the extra $200 actually buys
The new box uses an A19 chip (Apple claims up to 50% faster CPU and up to twice the graphics speed of the A15 it replaces), adds an AV1 decoder, Wi-Fi 7, Bluetooth 6, Thread, gigabit Ethernet on every unit, built-in microphones for hands-free Siri, and a remote you can locate with Find My. It can also run four HomePods as a surround system. In return you get fast, ad-light menus, no tracking-driven home screen, and years of software updates.
Reviewers were blunt. 9to5Mac ran a column headlined “Nobody should buy the $299 Apple TV 4K,” noting that Siri AI is also coming to 2nd- and 3rd-gen boxes. The box earns its price for a narrow group:
- Households deep in Apple gear that use HomeKit, AirPlay, HomePod surround or Apple Fitness+ on the big screen.
- People who hate ad-heavy home screens and keep a box five or more years. At $299 over six years, that is about $4 a month.
- Anyone whose smart TV is slow or no longer gets app updates.
If you already own a 2021 or 2022 Apple TV 4K, keep it. You get the same apps, the same Apple TV subscription and the coming Siri features.
Three households, three-year totals
Hypothetical examples using current list prices, assuming no further increases (which history suggests is optimistic).
| Household | Setup | Hardware | 36 months of service | 3-year total | Per month |
|---|---|---|---|---|---|
| A: Shows only | Annual Apple TV plan on the smart TV they own | $0 | $357 (3 x $119) | $357 | About $9.92 |
| B: Peacock family | Apple TV + Peacock Premium bundle on a $100 Google TV Streamer | $100 | $647.64 (36 x $17.99) | $747.64 | About $20.77 |
| C: All-in Apple | Apple One Family plus a new $299 Apple TV 4K | $299 | $1,006.20 (36 x $27.95) | $1,305.20 | About $36.26 |
Household C looks expensive until you remember it covers music, games and cloud storage for up to six people. Its true Apple TV cost is the difference between Apple One Family and what that family would pay for Apple Music and iCloud+ on their own. Household A is the cheapest path to the same shows, and it skips the box completely. The lesson: the subscription is where the money goes over time, and the hardware is often optional.
Where Apple TV prices are headed in 2027
Apple has not announced any 2027 price for the subscription, the bundles or the hardware. What is known:
- Subscription: Apple raised the US price in August 2025 and again in August 2026. A third summer increase is possible but unconfirmed; plan on $14.99 or a little more, and lock in the $119 annual rate if you watch year-round.
- Existing subscribers: anyone who renewed before seeing Apple’s notice may not hit $14.99 until their next renewal, so early-2027 bills can still rise even with no new announcement.
- Hardware: the $299 price reflects memory costs that Apple and other device makers say are still elevated. There is no announcement of a cheaper model. Holiday sales on the new box and clearance on leftover 2022 units are the realistic discounts.
- Sports: MLS and F1 are both inside the subscription for 2026. Watch for any change before the 2027 seasons, since sports rights are often what drive the next price increase.
Pick your Apple TV spend in four questions
- Does your TV, console or streaming stick already have the Apple TV app? If yes, skip the box and price only the subscription.
- Will you watch for most of the year? Yes: the $119 annual plan. No: one $14.99 month at a time, then cancel.
- Do you pay for Peacock, Apple Music or iCloud+? Price the Peacock bundle or Apple One against what you pay now before subscribing separately.
- Still want new hardware? Buy the $299 Apple TV 4K only if you live in Apple’s ecosystem and keep devices for years. Otherwise a $85 to $150 streamer does the same streaming job.
Apple TV price questions
Is Apple TV the same as Apple TV+?
Yes. Apple renamed its Apple TV+ streaming service to simply Apple TV in October 2025. The service, shows and subscription are the same; only the name changed, which is why searches for Apple TV now mix up the subscription and the hardware box.
Is there a free trial of the Apple TV subscription?
Apple lists a seven-day free trial for new subscribers. Apple has also run offers that include free months of Apple TV with an eligible new iPhone, iPad, Mac or Apple TV bought from Apple, so check the current terms when you buy a device.
Does the Apple TV subscription have an ad-supported plan?
No. As of late 2026, Apple TV has a single ad-free plan in the US, sold monthly or yearly. Live sports such as MLS and F1 still carry the commercials that come with the broadcast.
Can I share my Apple TV subscription with family?
Yes. With Family Sharing, one Apple TV subscription can be shared with up to five other people in your family group at no extra cost, each with their own profile and watch history.
Do I need a subscription to use the Apple TV 4K box?
No. The box works without any Apple subscription. You can sign in to Netflix, YouTube, Disney+, Max, Prime Video, live TV services and thousands of other apps, and you only pay for the services you choose.
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Pricing method: subscription and Apple One prices from MacRumors (July and August 2026); Peacock bundle prices from Subscription Insider (September 2026); hardware prices and specs from Apple, MacRumors and 9to5Mac (June and October 2026); competing device prices from Cord Cutters News (2026); F1 details from Apple Newsroom (March 2026). The three-year totals are hypothetical examples. Prices were researched in October 2026 for 2027 planning and may change. Apple TV is a trademark of Apple Inc.; this site is not affiliated with Apple. See our disclaimer.
