Here are the new prices and when they will come into effect
Monthly Plan Increases to $12.99
Apple is raising the price of its Apple TV+ streaming service in the US, its second price increase in less than two years. As of August 21, 2025, new customers will pay $12.99 per month, an increase from the current $9.99 rate.
The monthly subscription fee will continue at $99.99, providing a discount to those who pay upfront instead of month-to-month. Current Apple TV+ subscribers will be charged the new rate 30 days following their next renewal date, so existing subscribers will get a brief grace period before the price increase happens.
A Steep Surge in Subscription Prices
Apple first launched Apple TV+ in November 2019 for $4.99 monthly as one of the cheapest streaming options out there. In October 2023, they increased the price to $9.99 monthly. And now, less than two years later, Apple is adding yet another $3 price increase.
Although the firm did not provide a clear explanation for the price increase, industry players attribute it to rising production costs as the iPhone manufacturer continues to invest heavily in original content, such as The Morning Show, Severance, and Ted Lasso.
Apple bases its price hike on the industry trend of streaming price increases
The price increase comes on the heels of those other major streaming services having raised their prices this year as well. Netflix bumped the cost of its ad-supported basic plan from $6.99 to $7.99 per month in January. NBCUniversal’s Peacock raised its Premium Plus subscription by $3 to $16.99 per month in July.
These rate hikes are among the bigger industry-wide trends as companies pay more dollars for higher-end programming while trying to remain profitable in a crowded streaming environment. Apple, which has established Apple TV+ as a home for upscale, prestige content, is joining the fray in hopes of countering rising production costs.
How and when the change takes effect
- New subscribers: Any new subscribers who subscribe to Apple TV+ on or after August 21, 2025, will automatically be charged the new $12.99 per month.
- Existing subscribers: Existing customers will continue paying $9.99 until 30 days after their next due date, and then the new price takes effect.
- Annual subscribers: Subscribers who prepaid $99.99 for an annual period of service will not even realise the price increase until their subsequent annual renewal.
Viewers can view their renewal date and billing details in their Apple ID account settings to see when the rate will affect them.
What this means for viewers
Apple TV+ has been applauded for its growing roster of original content, although its library remains smaller than competitors like Netflix, Hulu, or Disney+. Some subscribers may wonder whether they will feel the price increase is worth it, especially as Apple TV+ currently doesn’t have licensed content from other studios.
But for others who view Apple’s award-winning shows or those who appreciate ad-free viewing but not additional tiers, the service still offers one of the neatest, most affordable premium streaming deals – particularly when paid annually.
The bottom line
- New monthly cost: $12.99 (up from $9.99)
- Annual plan: Stays at $99.99
- Effective date: August 21, 2025, for new subscribers; 30 days after the next renewal for subscribers in place
As streaming services throughout the industry become pricier, Apple’s recent hike is a reflection of a trend that continues: businesses are choosing profitability over keeping prices at bargain levels. For Apple TV+ subscribers, the choice now is whether to commit to the yearly plan at $99.99 or shell out more for flexibility on an ongoing basis.
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