Apple TV+ Raises Monthly Subscription Price to $13: A 30% Increase

Apple TV+ has raised its monthly subscription price by 30% to $12.99, up from $9.99, effective August 21, 2025. The annual subscription price remains unchanged at $99. The price hike is the service's first since 2023, and follows similar increases by other streaming platforms such as Netflix and NBCUniversal's Peacock.

Apple TV+ has announced a significant increase in its monthly subscription price, effective August 21, 2025. The new monthly subscription fee is $12.99, a 30% increase from the previous $9.99. This marks the first price hike for Apple TV+ since 2023, aligning with similar price increases by other streaming platforms like Netflix and NBCUniversal's Peacock [1][2][3].

The annual subscription price remains unchanged at $99, providing subscribers with the same value they have enjoyed previously. Existing subscribers will see the price change 30 days after their next renewal date. This pricing structure allows Apple TV+ to maintain its ad-free and single-tier quality offering, which includes 4K HDR and Spatial Audio [1].

The price adjustment comes amidst Apple's ongoing expansion of its original content library. High-profile shows such as "Severance" and "The Morning Show" have contributed to Apple TV+'s growing popularity. Apple TV+ has seen its viewership increase by "strong double digits year over year," according to the company's most recent earnings call [1]. The service has also garnered significant awards recognition, with "Severance" leading in Emmy nominations this year [1][3].

Despite these achievements, Apple TV+ continues to lag behind competitors in terms of subscriber count. According to analysts, Apple TV+ had approximately 40.4 million subscribers at the end of 2024, compared to Netflix's 300 million and Disney's 228 million subscribers [2].

The price hike follows a trend of increasing subscription costs across the streaming industry. Apple TV+ has raised its monthly subscription price three times since its launch in 2019, with the previous increases occurring in October 2022 and October 2023 [2].

References:
[1] https://9to5mac.com/2025/08/21/apple-tv-subscription-price-increase/
[2] https://www.usatoday.com/story/tech/2025/08/21/apple-tv-raises-monthly-subscription-price/85767585007/
[3] https://techcrunch.com/2025/08/21/apple-tv-price-jumps-30-to-12-99-monthly/