[REVISION HISTORY]

Apple TV hardware and subscription price increases

Updated 3 times since CLSTR started tracking revisions of this situation.

What changed

2026-08-29 13:35 UTC → 2026-08-31 08:18 UTC · added ~~removed~~

Apple has implemented several price increases affecting its Apple TV ecosystem. In June 2026, the company raised the official price of the Apple TV 4K (2022) streaming box in France from €169 to €229. However, Amazon offered the device for €161, which was €8 below the previous pre-hike level. By August 2026, Apple expanded price adjustments to its subscription services. In the United States, monthly Apple TV subscriptions rose from $12.99 to $14.99, and the Apple One Individual bundle increased from $19.95 to $21.95 per month. The annual Apple TV plan also saw an increase from $99 to $119. This represents the fourth price adjustment for the streaming service in four years, with the current monthly rate being nearly triple its 2019 launch price of $4.99. Similar adjustments were confirmed in Brazil, Chile, and Mexico. In Brazil, monthly Apple TV subscriptions rose from R$ 29.90 to R$ 34.90, while the annual plan increased from R$ 220 to R$ 279. Apple attributed these subscription cost increases to rising production costs for original content and expanded investments in live sports, such as Formula 1 and Major League Soccer. Industry observers note these moves follow a broader trend among competitors like Netflix and YouTube Premium, who have also raised fees to focus on revenue generation from existing users. Effective August 28, 2026, new subscribers are subject to these rates immediately, while existing customers are to be notified approximately one month before changes take effect on their next billing cycle.

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