Apple TV’s subscription ecosystem has shifted notably as of early 2026, with recent changes affecting pricing, bundled services, and sports offerings. Here’s a clear breakdown of what’s changed and why it matters to consumers — especially if you’re comparing “apple tv cost” options.
What’s New in Apple TV Pricing This Week
Apple TV’s standalone subscription now costs $12.99 per month in the U.S., following a price hike effective August 21, 2025. This marks the third increase since the service launched, which began at $4.99 in 2019, rose to $6.99 in 2022, then to $9.99 in 2023, and now stands at $12.99 (macrumors.com).
Despite the monthly increase, the annual plan remains available and unchanged at $99 per year — roughly $8.25 per month when averaged (mactrast.com).
Here’s the breakdown:
– Monthly Apple TV subscription: $12.99
– Annual Apple TV subscription: $99 (unchanged)
– Apple One Individual bundle: $19.95/month
– Apple One Family bundle: $25.95/month
– Apple One Premier bundle: $37.95/month (mactrast.com)
“Apple One remains the easiest way to enjoy all of Apple’s services at the best value,” Apple says. (mactrast.com)
Why This Matters for Cost-Savvy Consumers
The hike in standalone cost pushes the Apple One bundle into greater value territory, particularly for families or those already invested in Apple’s ecosystem. The difference between paying individually for services versus bundling has expanded. For example:
– Apple One Individual saves roughly $9 monthly.
– The Family plan yields around $11 savings monthly.
– The Premier tier’s advantage grows to about $29 per month. (fortune.com)
These bundled plans become increasingly appealing as more services are included at no extra charge.
Expanded Sports Coverage Adds Unseen Value
Beyond the standard programming, Apple TV is now including live sports content without upping the price — a noteworthy shift. Starting in 2026, all Major League Soccer (MLS) content will be available within the base $12.99/month Apple TV plan, eliminating the previous separate MLS Season Pass ($14.99/month or $99/year) (macrumors.com).
On top of that, F1 TV Premium—formerly a $129/year add-on—is now folded into the Apple TV subscription, bringing in both live races and on-demand coverage (9to5mac.com).
To put it in perspective: U.S. customers now receive an estimated $209 worth of additional sports content for no extra cost (9to5mac.com).
Other Cost Considerations and Perks
Several supplemental offers still exist to soften the cost or extend trial periods:
– Apple offers a 7-day free trial for new subscribers, and up to 3 months free with eligible device purchases (tomsguide.com).
– T-Mobile customers previously enjoyed Apple TV “On Us,” but starting January 1, 2026, they’ll pay a $3/month fee for the perk formerly free (reddit.com).
These offers can reduce upfront costs, but the core subscription price remains the most scalable metric for budgeting.
What to Watch Next
As consumers adjust to the new pricing, two questions will dominate strategic decisions:
- Will Apple maintain the value proposition of Apple One vs. standalone?
- Will additional sports or exclusive content be folded into base subscriptions, further justifying cost increases?
Over the coming months, usage data and subscriber feedback may shift policy or pricing. Watch for signs of additional bundled content or promotional strategies to retain users amid evolving streaming competition.
Key Takeaways
– Apple TV monthly cost: $12.99; annual plan stable at $99.
– Bundles (Apple One) offer increasing value compared to standalone subscriptions.
– MLS and F1 sports content now included at no extra cost, dramatically increasing value.
– Device trials and carrier perks still available, though some are becoming fee-based.
– Market eyes on how added content and bundle pricing comparisons will evolve.
Overall, Apple TV’s cost structure is now more nuanced — rising fees offset by richer content and bundle savings.
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