Apple TV is two different purchases with two different prices, and most searches want an answer for both. The Apple TV 4K streaming box costs $199 or $249 depending on the model. Apple TV+, the subscription, costs $14.99 a month on its own.
What the Apple TV 4K box costs
Apple sells the current Apple TV 4K in two configurations, per apple.com’s own pricing page, checked September 2026. The Wi-Fi model comes with 64GB of storage and runs $199. The Wi-Fi plus Ethernet model comes with 128GB and runs $249.
Both play in 4K with Dolby Vision, HDR10+, and Dolby Atmos, so picture and sound quality do not change between the two prices. The difference is storage space and whether you get a wired Ethernet port for a steadier connection.
Both are one-time purchases. You own the hardware outright, the same way you would a Roku player or a Fire TV Stick, and neither price includes any subscription or ongoing fee.
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What Apple TV+ costs as a subscription
Apple TV+ is the separate streaming service behind shows like Ted Lasso and Severance, and it has nothing to do with the box price above. It costs $14.99 a month after a 7-day free trial, billed straight to your Apple ID.
Buy a new Apple TV 4K and Apple throws in three months of Apple TV+ free, an offer that runs on either the $199 or $249 model. Once that trial ends, the $14.99 monthly charge starts automatically unless you cancel first.
There is no yearly discount and no ad-supported tier, so $14.99 is the only price Apple currently offers for the subscription on its own.
Apple TV+ inside an Apple One bundle
If you already pay for iCloud storage, Apple Music, or Apple Arcade separately, Apple One folds Apple TV+ into a single bill instead of several, across three tiers.
Individual runs $21.95 a month and covers one person. Family, which lets up to five other people join through Family Sharing, runs $27.95. Premier, the top tier, adds Apple News+ and Fitness+ along with 2TB of iCloud storage, and runs $39.95.
Apple TV+ is included at every tier, so the bundle only pays off once you are already paying for at least one other Apple service.
| What you’re buying | Price | Billing |
|---|---|---|
| Apple TV 4K (Wi-Fi, 64GB) | $199 | One-time |
| Apple TV 4K (Wi-Fi + Ethernet, 128GB) | $249 | One-time |
| Apple TV+ (standalone) | $14.99/mo | Monthly, after 7-day trial |
| Apple One Individual | $21.95/mo | Monthly bundle |
| Apple One Family | $27.95/mo | Monthly bundle, up to 5 people |
| Apple One Premier | $39.95/mo | Adds 2TB iCloud storage, Fitness+, News+ |
Apple TV money buys streaming, not streaming speed
None of these prices depend on where you already stream. A Roku player runs the Roku Channel app for free, ad-supported movies and shows, no Apple purchase required.
Apple TV+ has no free tier and no ad-supported option. If budget is the deciding factor, check what is already free to watch on Roku before adding another monthly charge.
Streaming app availability also varies by hardware. Disney Plus works differently on Roku than through the Apple TV app, so confirm your other subscriptions run on whichever box you pick. Apple’s own order page lists both configurations with current stock and delivery dates.
Frequently asked questions
Is Apple TV a one-time purchase or a subscription?
Both exist under the same name, which is where most of the confusion starts. The Apple TV 4K box is a one-time $199 or $249 purchase you own outright. Apple TV+ is a separate $14.99 monthly subscription that keeps billing until you cancel it.
Do you need the Apple TV 4K box to use Apple TV+?
No. Apple TV+ works through the Apple TV app on smart TVs, Roku players, Fire TV devices, game consoles, and phones, so you can subscribe and watch without buying Apple’s own streaming hardware at all.
Does buying an Apple TV 4K include Apple TV+ for free?
Yes, for three months, on either the $199 or $249 model. After that trial ends, the subscription automatically bills at $14.99 a month unless you cancel it before the renewal date, the same way any other trial works.
