Apple has increased the price of its Apple TV+ video-streaming service starting today. The new monthly subscription fee will be $12.99, a $3 increase from the previous rate of $9.99. Existing subscribers will see the change take effect during their next billing cycle.
The price hike marks a significant jump for Apple TV+, which has nearly doubled in cost since its launch a few years ago. Several factors have contributed to this decision, including rising content costs and increased competition in the streaming market.
Content production expenses have surged in recent years, driven by strikes and labor increases. The cost of labor alone has risen significantly, further inflating production costs. Additionally, inflation and shifting investor expectations have also played a role in driving up the price of Apple TV+.
While annual plans remain unchanged, the new pricing reflects the changing business landscape of streaming services, where companies are now under pressure to demonstrate revenue growth to investors rather than solely focusing on subscriber numbers.
Source: https://arstechnica.com/culture/2025/08/after-successes-like-severance-and-the-studio-apple-tv-gets-a-price-hike