If you are an Apple TV+ subscriber, you are about to pay more. Apple has officially announced that the monthly price of its streaming service is going up by $3. Starting this week, new subscribers in the United States will see the cost rise from $9.99 to $12.99 a month.
For existing subscribers, the increase will not hit right away. Instead, Apple says you will see the higher rate show up 30 days after your next renewal date. This means some of you may have a little time before the new price shows on your bill.
The good news is that the annual subscription price is not changing, and the cost of Apple One—the bundle that combines Apple TV+, Apple Arcade, and other Apple services—will also stay the same.
Why apple is raising the cost now
Apple last raised the price of Apple TV+ in October 2023, so this is the first change in nearly two years. In a statement, Apple explained the reason behind the higher cost:
“Since its launch, Apple TV+ has expanded its deep library of hundreds of exclusive Apple Originals, with thousands of hours of premium programming across genres and brand-new releases weekly – all ad-free,” the company said.
Basically, Apple is pointing to the fact that the service has grown a lot since it first launched. The platform now offers popular shows such as Severance and Ted Lasso, and it continues to roll out original movies and series every week.
How apple tv+ compares to competitors
Even with the price hike, Apple TV+ is still cheaper than some of the bigger players in the streaming industry. Services like Netflix and Disney+ cost more, especially if you want ad-free options. But Apple TV+ has always been in a different position.
- According to analysts, Apple TV+ had around 40 million subscribers by the end of 2024.
- In comparison, Netflix had more than 300 million subscribers in the same period.
- Reports also suggest Apple is losing over $1 billion annually on Apple TV+.
These numbers show that while Apple TV+ has gained traction, it is still far behind the giants in terms of subscriber count.
When you will see the new charges
If you are signing up as a new customer, you will pay the $12.99 price immediately. For current subscribers, you will not be charged the higher price until 30 days after your next renewal date.
For example, if your subscription renews on September 10, you will still pay the $9.99 rate. But when it renews the following month, you will then be charged $12.99.
So, in short:
- New subscribers: Higher price starts right away
- Current subscribers: Higher price begins after next renewal + 30 days
How apple is trying to grow apple tv+
Apple has been making moves to grow its streaming audience. Earlier this year, the company even expanded Apple TV+ to Android phones, making it available to people outside of the Apple ecosystem for the first time.
The strategy is clear. By raising prices while also expanding access, Apple is betting that more people will see the value in its growing library of original content.
Other streaming services have also raised their prices recently. For example, Peacock increased its monthly fees by $3 earlier this summer.
Related article:
How much are old Macs worth? Should I try and sell my old Apple computer?
