Apple TV+ has announced yet another price hike, marking its third increase in three years. The monthly subscription cost in the U.S. has risen by 30%, from $9.99 to $12.99. This change takes effect immediately for new subscribers, while existing subscribers will see the new price reflected 30 days after their next renewal date. The annual subscription price remains unchanged at $99, offering some savings for those willing to commit for a full year.
Apple TV+ launched in November 2019 at a competitive $4.99 per month, positioning itself as a budget-friendly, ad-free streaming service. However, the price has steadily climbed:
- October 2022: Increased from $4.99 to $6.99 per month.
- October 2023: Jumped to $9.99 per month, with the annual plan rising from $69 to $99.
- August 2025: Now set at $12.99 per month, nearly tripling the original cost in just six years.
Apple attributes the price adjustment to the expansion of its content library, which now includes hundreds of original shows and movies, such as The Morning Show, Severance, Ted Lasso, and Slow Horses. The service also offers live sports like Major League Soccer and MLB’s Friday Night Baseball. The company highlights that Apple TV+ remains ad-free, unlike competitors such as Netflix, Hulu, and Peacock, which have introduced ad-supported tiers to offset costs. Upcoming releases, including The Morning Show Season 4 (September 17, 2025), Slow Horses Season 5 (September 24, 2025), and Vince Gilligan’s Pluribus (November 7, 2025), were cited as evidence of continued investment in premium programming.
However, financial reports suggest Apple TV+ has been operating at a loss, with annual losses exceeding $1 billion due to heavy spending on original content. This may be driving the need to boost revenue through price increases.