Apple has increased the monthly subscription cost for its streaming service Apple TV+ to $12.99 in the United States, marking a $3 jump from the previous $9.99 price. The price hike took effect on August 21, 2025, for new subscribers, while existing customers will see the change 30 days after their next renewal date.
This represents the third price increase for Apple TV+ since its 2019 launch at $4.99 per month. The service previously raised prices to $6.99 in 2022 and then to $9.99 in October 2023.
Apple has kept some pricing options unchanged. The annual subscription will remain $99, which works out to about $8.25 per month and represents significant savings over the new monthly rate. The Apple One bundle, which combines Apple TV+ with other Apple services, also maintains its current pricing.
In announcing the increase, Apple highlighted its growing library of exclusive content. “Since its launch, Apple TV+ has expanded its deep library of hundreds of Apple Originals, with thousands of hours of premium programming across genres and brand-new releases weekly — all ad-free,” the company said in a statement.
Unlike competitors such as Netflix and Peacock, Apple TV+ does not offer an ad-supported tier at a lower price point. The service relies entirely on premium subscriptions.
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Industry analysts estimate Apple TV+ had approximately 40 million subscribers by the end of 2024, according to Visible Alpha figures cited in reports. By comparison, Netflix had over 300 million subscribers during the same period.
Financial reports suggest Apple’s streaming service has been losing money. According to The Information, Apple TV+ loses more than $1 billion annually despite spending around $4.5 billion on content each year.
The price increase follows similar moves by other streaming platforms. Earlier in 2025, Netflix raised the cost of its ad-supported plan from $6.99 to $7.99 per month. Peacock also increased its subscription rates by $3 in July, bringing its Premium Plus plan to $16.99 monthly.
Apple TV+ has been gaining recognition for its original programming. The sci-fi series “Severance” received 27 Emmy nominations this year, while “The Studio” became the most-nominated freshman comedy with 23 nods. Upcoming content includes the fourth season of “The Morning Show” premiering September 17 and the fifth season of “Slow Horses” on September 24.
In a move to expand its audience, Apple launched Apple TV+ on Android phones earlier this year, making the service available beyond Apple devices for the first time.
For viewers looking to minimize costs, switching to the annual plan offers the best value, saving nearly $57 per year compared to monthly payments at the new rate.
