Apple TV+ Increases Monthly Subscription Fee to $12.99
Apple has raised the monthly subscription price for Apple TV+ from $9.99 to $12.99 in the U.S., effective immediately for new subscribers and within 30 days for existing ones.
Apple has announced a price increase for its streaming service, Apple TV+, raising the monthly fee from $9.99 to $12.99 in the United States. This 30% hike is effective immediately for new subscribers as of August 21, 2025, while existing subscribers will see the new rate applied within 30 days of their next renewal date.
This marks the third price adjustment since Apple TV+'s launch in 2019, when it was initially priced at $4.99 per month. The service's cost rose to $6.99 in 2022 and to $9.99 in 2023.
Apple attributes the price increase to its expanding library of original, ad-free content.
The annual subscription fee remains unchanged at $99.99, and the pricing for the Apple One bundle, which includes Apple TV+ along with other Apple services, also remains the same.
The price hike has elicited mixed reactions from subscribers. Some have expressed dissatisfaction, with reports of users considering canceling their subscriptions.
Apple TV+ features acclaimed shows such as "Severance," "Ted Lasso," and "The Morning Show." Despite its growing content library, the service reportedly operates at a financial loss, with estimates of over $1 billion annually.
In response to the price increase, some users are exploring cost-saving measures, such as switching to the annual subscription plan or opting for the Apple One bundle to maximize value.
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