Apple has increased the monthly subscription price for its Apple TV+ streaming service from $9.99 to $12.99 in the US.
When the company first launched its streaming service, in November 2019, it cost users in the US just $4.99 per month. Since then, the monthly price of TV+ has seen three price hikes:
- October 24, 2022
- Old Price: $4.99 → New Price: $6.99 (+$2.00)
- Notes: First hike, applied to new and existing subscribers. Annual plan rose from $49.99 to $69.99.
- October 25, 2023
- Old Price: $6.99 → New Price: $9.99 (+$3.00)
- Notes: Second increase amid broader Apple service adjustments. Annual plan rose to $99.99.
- August 21, 2025
- Old Price: $9.99 → New Price: $12.99 (+$3.00)
- Notes: Third hike, effective immediately for new subscribers and at next billing for existing ones. Annual plan unchanged at $99.99.
No price changes for the Apple TV+ Annual Plan or Apple One subscriptions
The annual Apple TV+ subscription plan remains unchanged at $99, as does the price of Apple One subscriptions (which bundles TV+ with other services like iCloud+, Music, and Arcade).
Apple didn’t say why the annual plan or cost of its Apple One subscriptions weren’t changed along with the monthly subscription plan.
However, the decision looks to be a deliberate strategy by the California tech giant to make its annual option and bundled services more appealing to consumers; encouraging longer-term commitments and adoption of its wider suite of services.
Apple TV+ has a relatively low number of subscribers compared to rivals like Netflix, but it has made its mark with high-quality original programming. For this year’s 77th Emmy Awards, it received a record-breaking 81 nominations across 14 of its original titles. In fact, Apple TV+ operates at a loss and is not profitable on its own — a report by The Information earlier this year revealed that Apple is actually losing more than $1 billion a year on Apple TV+.
So while Apple TV+ may not be making a profit on its own, it does support Apple’s overall ecosystem by driving customer loyalty and boosting brand prestige.
