Apple TV+ is increasing its monthly subscription price by 30% to $12.99, up from $9.99. The new price takes effect immediately for new customers as of August 21, 2025, while existing subscribers will see the increase applied 30 days after their next renewal date.
Despite the monthly price hike, the annual subscription price remains unchanged at $99.99. Apple is also not changing the pricing for its bundled service Apple One, which starts at $19.95 per month.
This marks the third price increase for Apple TV+ since its launch in 2019, when the service started at $4.99 per month.
The streaming platform, known for original shows such as “Ted Lasso,” “Severance,” and “The Morning Show,” has been gradually raising prices as it expands its content library. Apple TV+ remains the only major streaming service without an ad-supported tier.
Apple has faced losses exceeding $1 billion annually on the streaming service, despite a subscriber base reported to be around 45 million.
The price increase aligns with similar moves by other streaming platforms looking to cover rising production costs and improve profitability.
