Apple has announced a 30% price hike for its Apple TV+ streaming service, raising the monthly subscription fee from $9.99 to $12.99. The increase took effect on August 21, 2025 for new subscribers in the U.S. and select international markets, while existing users will see the next billing cycle reflect the new rate.Vulture
A Hike Among Many
This marks the third price increase in three years: originally launched at $4.99/month in 2019, Apple TV+ was raised to $6.99 in 2022, then to $9.99 in 2023, and now to $12.99 in 2025.
What’s Staying the Same
- The annual subscription price remains unchanged at $99, translating to about $8.25/month—a substantial saving for loyal users.
- The Apple One bundle pricing remains untouched, with plans beginning at $19.95/month, offering multiple Apple services in one package.
Apple’s Justification
Apple cites its expanded library of ad-free, prestige original content—including hit shows like Severance, The Morning Show, and Ted Lasso—as the reason behind the new pricing.
Financial Context
According to reports, Apple TV+ continues to operate at a loss, estimated at over $1 billion per year, despite heavy investment in original programming.
Industry Trend
This move aligns with broader streaming industry trends—Netflix, Disney+, and Peacock have also lifted their prices recently to finance new content and boost profitability.
Audience Reaction
The price increase has sparked mixed reactions from subscribers, with some expressing frustration over perceived value, while others may opt for annual or bundle offers to mitigate costs
