Apple Raises Price of Apple TV+ to $12.99 Per Month

Apple is raising the price of its TV+ streaming service by 30%, increasing the monthly cost for U.S. subscribers from $9.99 to $12.99. The company says the change reflects the service's expanded library of original content.

The new price is effective starting today, August 21, for new customers in the U.S. and select other countries. Existing subscribers will see the increase on their next renewal date within 30 days.

In a statement to Variety, Apple pointed to its growing catalog of ad-free content to justify the price hike. "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. Apple TV+ is now the only major streaming service that does not offer a lower-priced, ad-supported plan.


The price was last raised in October 2023, when it went from $6.99 to $9.99 per month. The streaming service originally launched in November 2019 at $4.99 per month.

The company highlighted several upcoming premieres to underscore the value of its library, including season four of "The Morning Show" and season five of "Slow Horses" in September, and Vince Gilligan's "Pluribus" in November. It also pointed to original films like "Highest 2 Lowest" and "The Lost Bus."

Apple TV+ has also seen significant awards recognition. The service recently set a new record with 81 Emmy nominations, with "Severance" leading all series and "The Studio" becoming the most-nominated freshman comedy ever.

A March 2025 report from The Information claimed that Apple TV+ has been losing over $1 billion annually. Apple has not commented on the report and does not break out financial results for its streaming service.


Please download the iClarified app or follow iClarified on Twitter, Facebook, YouTube, and RSS for more updates.