Apple has announced a 30% price hike for its Apple TV+ service, increasing the monthly cost from $9.99 to $12.99. This latest price increase follows previous hikes in 2022 and 2023. The new price tag has sparked speculation about an ad-supported tier for Apple TV+, which could soon be launched.
Since its launch in 2019 at $4.99/month, Apple TV+ has seen several price increases. In 2022, the service rose to $6.99/month, and then to $9.99 in 2023. This latest hike takes it to $12.99/month for 2025.
One advantage of the new price is that it offers an even better value compared to its Apple One subscription bundle. However, this could potentially change if Apple introduces an ad-supported tier.
Rumors about an ad-supported Apple TV+ tier have been circulating for years. Last year’s report suggested that such a plan might be in the works. With the new price tag of $12.99/month, it seems like a perfect opportunity for Apple to launch an ad-supported option at $6.99/month.
This pricing gap aligns with what Disney+ offers: its standalone ad-free plan is $15.99/month, while its ad-supported plan costs $9.99/month. The price difference of $6 could be appealing to consumers.
Apple might also consider charging a premium for family sharing in the future, but it’s unclear if this will happen anytime soon.
The recent price hike has increased speculation about an ad-supported Apple TV+ tier. With the new price tag, it seems likely that such a plan will be introduced soon.
Source: https://9to5mac.com/2025/08/25/apple-tv-plus-price-hike-new-opportunity-for-ad-plan