'Ted Lasso reruns aren't worth it': Apple TV prices are going up again, and a lot of viewers say they've had enough

Apple TV is going up by $2 a month in the US Brazil, Chile, and Mexico are the other countries affected Apple One individual plans are increasing in price too Apple TV, home to Widow's Bay , Severance , Ted Lasso , Silo , Slow Horses , and more, is putting up its subscription prices in the US.

<![CDATA[ <article> <ul><li><strong>Apple TV is going up by $2 a month in the US</strong></li><li><strong>Brazil, Chile, and Mexico are the other countries affected</strong></li><li><strong>Apple One individual plans are increasing in price too</strong></li></ul><p>Apple TV, home to <em>Widow's Bay</em>, <em>Severance</em>, <a href="https://www.techradar.com/streaming/apple-tv-plus/ted-lasso-season-4-episode-3-new-cast-exclusive"><em>Ted Lasso</em></a>, <em>Silo</em>, <em>Slow Horses</em>, and more, is putting up its subscription prices in the US. Access to the entertainment platform will now set you back $14.99 a month rather than $12.99 a month.</p><p>This doesn't come direct from Apple, but rather from <a href="https://deadline.com/2026/08/apple-tv-raises-rates-monthly-annual-plans-1237061804/" target="_blank">Deadline</a> (via <a href="https://www.theverge.com/tech/986130/apple-tv-plus-price-hike" target="_blank">The Verge</a>). Apparently, the price rise goes into effect immediately, and subscribers will be told about the bump before their next billing date.</p><p><a href="https://www.apple.com/apple-tv/" target="_blank">The Apple TV page</a> on the Apple site confirms the price increase. The annual subscription rate is going up too, from $99 to $119, while an individual Apple One subscription now costs $21.95 a month, which is up $2 from $19.95.</p><p>This is the fourth Apple TV price hike in four years: as recently as mid-2022, Apple TV cost just $4.99 a month. Prices are reportedly also going up in Brazil, Chile, and Mexico at the same time, but no other regions are affected for now.</p><h2 id="more-costs-for-viewers">More costs for viewers</h2><p>The last Apple TV price rise in the US was <a href="https://www.techradar.com/streaming/apple-tv-plus/apple-tv-s-sudden-price-hike-will-see-people-paying-30-percent-more-and-angry-subscribers-are-already-canceling">back in August</a>, when the monthly cost was increased from $9.99 to $12.99. Before that it went up $3 in October 2023, and $3 in October 2022, so it's the time of year for Apple TV to get more expensive.</p><p>It's also the time of year for new iPhones, with certain iPhone 18 handsets <a href="https://www.techradar.com/phones/iphone/surprise-and-shine-apple-reveals-when-to-tune-into-its-september-event-and-teases-whats-coming-heres-what-to-expect-and-how-we-might-finally-meet-a-folding-iphone">expected to break cover</a> a week on Wednesday, September 9. It will be the first launch event fronted by the new Apple CEO, John Ternus.</p><p>Understandably, users aren't too happy about having to pay more for their Apple TV subscription. "Ted Lasso reruns aren't worth it," <a href="https://www.reddit.com/r/apple/comments/1w0q6ys/comment/p6ex7wt/" target="_blank">says</a> one commenter on Reddit, while another <a href="https://www.reddit.com/r/apple/comments/1w0q6ys/comment/p6f394q/" target="_blank">says</a> "there isn't enough content on Apple TV to justify this price".</p><p>Plenty of users on the same Reddit thread are bemoaning the regular price hikes that we're seeing across most streaming services, and suggesting that <a href="https://www.techradar.com/streaming/im-slashing-my-streaming-bills-by-56-percent-in-2026-heres-my-five-step-plan">subscription hopping</a> or even going back to physical media is the way forward.</p><div data-widget-type="multimodelreview" data-widget-title="Today's best Apple TV deals" data-model-name="Apple TV (Subscription)" class="hawk-root"></div> </article> ]]>