Apple is increasing the price of its streaming service, Apple TV+, by 30% in the US and select international markets, starting August 21 for new customers. The new monthly rate will be $12.99, up from $9.99. Existing subscribers will see the price hike within 30 days of their next renewal date.
The company cites its expanded library of original content as a justification for the price increase. Apple TV+ now offers hundreds of hours of premium programming across genres, including new releases and live sports events. The service is ad-free and remains one of the few major streaming services without an ad-supported plan.
This is the third price hike for Apple TV+ in three years. The company previously raised prices in October 2023 and in 2019. Despite losing more than $1 billion annually, Apple continues to invest heavily in content production.
New titles coming to the service include Season 4 of “The Morning Show,” Season 5 of “Slow Horses,” and original films like “Highest 2 Lowest.” Award-winning shows like “Severance” and “The Studio” are also part of the lineup, featuring classic Peanuts specials and live sports events.
Source: https://variety.com/2025/tv/news/apple-tv-plus-price-increase-streaming-subscription-1236494949