Apple TV in 2025: higher TV+ price, new tvOS 26, and easy ways to save

TL;DR:

Apple TV+ rose to $12.99 per month on August 21, 2025.
Annual plan remains $99, which is cheaper for most users.
tvOS 26 brings a slick “Liquid Glass” UI and more.
Update is available on recent Apple TV 4K models.
Bundle options can offset the higher monthly price.

Apple raised the monthly Apple TV+ price in the United States to $12.99 on August 21, 2025, up from $9.99. 9to5Mac reported the change, and local outlets confirmed a 30 percent increase. Apple says the annual TV+ plan stays at $99.

Alongside pricing, Apple shipped tvOS 26 this week with a refreshed look and a handful of features that improve living room use. Apple’s newsroom highlights the changes, and Tom’s Guide details device support and quirks.

What changed with Apple TV+ pricing

New monthly price: $12.99 starting August 21, 2025.
Existing subscribers see the change 30 days after their next renewal.
Annual plan remains $99, which undercuts paying monthly for a year.
Apple One bundle pricing is unchanged at the time of writing.

Practical savings math

If you plan to keep TV+ for a full year, $12.99 x 12 is $155.88 before tax. The $99 annual plan saves about $56. If you only subscribe for a few shows per year, month to month still works. Pause when you are done and return when new seasons drop.

What’s new in tvOS 26

“Liquid Glass” design. Menus float over content with a clear, glossy look.
Better AirPlay speaker pairing. Pair wirelessly to external speakers.
Wider controller support. PS5 DualSense works with Apple TV for games.
Apple Music Sing on Apple TV turns your iPhone into a mic.
Accessibility upgrades. FaceTime captioning and broader subtitle options.
Smart home tweaks. Matter and Thread improvements for fewer hiccups.

Tom’s Guide notes the Liquid Glass look is limited to newer Apple TV 4K models and Apple’s own apps. Third party apps will adopt features at their own pace.

Will my Apple TV get the update

Apple says tvOS 26 supports recent Apple TV 4K hardware. To check, open Settings, go to System, then Software Updates. If you have a second or third generation Apple TV 4K, you will see the new UI. Older boxes will miss some visual polish.

Tips to pay less for Apple TV+

Choose the $99 annual plan if you keep TV+ year round.
Use Apple One bundles if you already pay for iCloud, Music, or Arcade.
Watch in bursts. Subscribe for a month, finish shows, then cancel.
Look for device promos. New Apple hardware often includes trials.
Share with Family Sharing. One plan covers up to six people.

Quick table: which plan fits you

If you…	Best option	Why
Watch weekly all year	Annual $99	Lowest 12-month cost
Binge a few times a year	Monthly	Pay only when needed
Use multiple Apple services	Apple One bundle	Bundle discount
Share with family	Any plan + Family Sharing	Up to six users

Rumors of a new Apple TV 4K

MacRumors expects new Apple TV hardware in 2025 with a faster chip and a slimmer case. Apple has not announced it yet. If you can wait and want future proofing, watch for an October hardware event.

Why it matters

The higher monthly price makes TV+ more like rivals on cost, but Apple still leans on originals over a deep back catalog. The value case improves when you pick the right plan, stack a bundle, or time your viewing.

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