Effective August 21st, 2025, Apple TV+ subscription prices will raise to $12.99 a month. Announced by the company, this will be the service’s third price increase since it’s launch in 2019.
Keep reading to learn more about the price increase and what this means for Apple TV+ as a streaming service.
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Apple TV+ Subscription Increase
The price jump to $12.99 is a 30% increase from the prior $9.99 monthly rate. This higher price hits current subscribers after their renewal date, however the annual price and Apple One bundles stay the same. The $12.99/month also applies to select international markets in addition to the United States.
New subscribers will pay the higher rate immediately, while existing subscribers will note the change within 30 days of their next renewal. The annual plan stays at $99 per year, with Apple One bundles also remaining unchanged.
Why the Switch?
The Apple TV+ subscription price increase is deliberate. Apple has spent aggressively on original programming since launching the service in 2019. While this has catapulted the service into the forefront of platform options, it has also weighed on the profitability of the service.
Sources claim that Apple TV+ loses more than $1 billion a year, a situation Apple has acknowledged as the service continues to plan more original series and films. Industry dynamics are also driving the price increase.
Rivals Netflix and Peacock have raised their own subscription prices, reflecting a broader theme in streaming economics as they chase bigger libraries and higher-margain bundles.
Apple TV+ currently lags behind Netflix, Disney+, and Amazon Prime Video in subscriber counts, though the exact subscriber count has not been disclosed by the company.
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Increasing Subscriber Numbers
Apple TV+’s subscriber trajectory and monetization strategy have long been a focal point for analysts. The service trails behind industry leaders on subscriber scale, even when it benefits from integration with Apple’s borader services ecosystem.
Experts have framed the price increase within the context of a sustained investment in ad-free originals and a desire to monetize a growing content library without altering the ad preferences.
While Apple’s members believe in a positive future, some analysts see the service as largely unprofitable for the company.
Other Plan Prices
The $12.99 monthly plan is not the only option. The annual plan for Apple TV+ stays at $99 and Apple One bundles remain unchanged. For those who want to stay within the same price range, switching to one of these options might be a feasible plan, as long as it fits within your budgeting strategy.
Mentioned above, the price change will go immediately into affect for new subscribers, while current subscribers will receive the price change within 30 days of the monthly renewal.
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Looking Ahead
Looking ahead, industry experts will watch how Apple balances subscription prices with content investments and subscriber growth. The company’s strategy seems to rely heavily on broadening the value proposition through high-profile original, international expansion, and tighteer integration with Apple’s broader services.
In the latest price increase, it’s clear that Apple will recalibrate pricing to reflect its content strategy and competitive landscape.
So, if you are a current or new subscriber, note that the monthly subscription is now $12.99 per month in the United States, while the yearly and Apple One subscriptions have remained the same. The higher price will apply immediately to new subscribers while current will see the price change on an upcoming bill.
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