'Ted Lasso' and 'Silo' Get More Expensive as Apple Officially Hikes Streaming Prices

Aug 28, 2026 - 22:05

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'Ted Lasso' and 'Silo' Get More Expensive as Apple Officially Hikes Streaming Prices

Published Aug 28, 2026, 1:05 PM EDT

Over the last few years, streaming price hikes have gotten out of hand

Ted Smiling while Beard lets out an exasperated sigh in the background.

As streaming services continue to raise prices at an alarming pace, Apple TV has once again increased its rate for U.S. customers. The change came with little warning, with subscription prices going up overnight. The streamer is currently releasing new episodes of the sports-comedy Ted Lasso and the sci-fi thriller Silo, among others.

The new monthly rate for existing and new customers is $14.99, up $2 from $12.99 (roughly a 15.4% increase). The annual price also went up to $119 from $99 (roughly a 20% increase). This marks the fourth price increase in four years, tripling the streamer's price since launch. Apple TV (formerly Apple TV Plus) launched in 2019 at $4.99 a month. The move embodies the streaming-service playbook: reel customers in with ongoing series, then keep jacking up the price.

On top of the Apple TV rate increases, the company is also increasing the price for Apple One, a discount bundle that includes Apple TV, Apple Music, iCloud Plus, Apple Arcade, Apple News Plus, and Apple Fitness Plus. It’s going up from $19.95 to $21.95 a month.

Virtually every streaming service has raised its prices over the last few years, including Netflix, HBO Max, Disney Plus, Hulu, and Paramount Plus. Just earlier this week, YouTube Premium got a 17% monthly price hike for users in Europe and Asia. Since 2021, streamer prices have been increasing across the board: for instance, Hulu stayed at its launch price of $11.99 for six years before getting four rate increases over the next five years.

Admittedly, Apple TV has had a very strong streaming lineup as of late. The service just received 89 Emmy nominations thanks to excellent series like Pluribus, Widow’s Bay, and more. The year before, The Studio won Outstanding Comedy Series at the Emmys, while Severance and Slow Horses took home several awards as well. But even with its impressive lineup, it seems fair to assume that the current streaming model must have a breaking point. At some point, consumers may start missing cable, and that's saying something.