Apple TV+ Raises Monthly Subscription Fee to $12.99 in the U.S.

Apple TV+ has announced a price increase for its streaming service in the United States, raising the monthly subscription fee from $9.99 to $12.99. This change takes effect on August 21, 2025, for new subscribers, while existing customers will see the updated rate within 30 days of their next renewal date.

In a statement, Apple highlighted the expansion of its content library, noting that Apple TV+ now offers a diverse range of ad-free original programming across various genres. The company emphasized that the service remains ad-free and does not offer a price-reduced ad-supported plan.

Since its launch in November 2019 at $4.99 per month, Apple TV+ has undergone several price adjustments, with the most recent increase in October 2023, when the fee rose from $6.99 to $9.99 per month.

Apple also announced upcoming premieres on Apple TV+, including Season 4 of "The Morning Show" on September 17, Season 5 of "Slow Horses" on September 24, Vince Gilligan's "Pluribus" on November 7, and original films like "Highest 2 Lowest" on September 5 and "The Lost Bus" on October 3.

The streaming service features award-winning shows such as "Severance," which received 27 Emmy nominations this year, and Seth Rogen's "The Studio," which garnered 23 nominations, making it the most-nominated freshman comedy ever. Apple TV+ also offers a lineup of children's programming, including new and classic Peanuts specials, and provides access to live sports events like MLB's "Friday Night Baseball" and Major League Soccer matches.

According to a March 2025 report by The Information, Apple TV+ has been operating at a loss exceeding $1 billion annually, as spending on premium content has outpaced revenue. Apple has not commented on this report and does not disclose financial results for Apple TV+.