Apple Increases Apple TV+ Subscription Price to $12.99 Monthly

Apple has announced an increase in the monthly subscription fee for its Apple TV+ streaming service to $12.99 in the United States, effective immediately for new subscribers. Existing subscribers will see the new rate applied 30 days after their next renewal date. The annual subscription price remains unchanged at $99, and Apple One bundle prices are also unaffected.

This marks the third price increase for Apple TV+ since its launch in 2019 at $4.99 per month. The service's monthly fee rose to $6.99 in 2022, then to $9.99 in 2023, and now to $12.99. The latest price adjustment also applies to select international markets.

Apple TV+ is known for original programming such as "Severance," "Ted Lasso," and "The Morning Show." Despite critical acclaim, the platform has lagged behind competitors like Netflix, Disney+, and Amazon Prime Video in subscriber numbers. As of the end of 2024, Apple TV+ had an estimated 40.4 million subscribers, compared to Netflix's over 300 million.

In a statement, Apple attributed the price increase to its continued expansion of original content and highlighted the value offered by its Apple One plans, which bundle multiple Apple services. The company has reportedly been losing over $1 billion annually on Apple TV+ and has reduced its annual content budget from over $5 billion to $4.5 billion.

The price hike follows similar moves by other streaming services, including NBCUniversal's Peacock, which raised its subscription fees earlier this year.