Apple TV+, the streaming service from tech giant Apple, is raising its subscription price once again. As of August 21, 2025, the monthly rate in the U.S. now stands at $12.99. That’s a $3 jump from the previous $9.99 price point, and the new rate applies immediately to new subscribers. For existing users, it will take effect 30 days after their next billing cycle.
Key Takeaways
- Apple TV+ increases monthly price in the U.S. from $9.99 to $12.99
- This marks the third price hike since its 2019 debut
- Annual plan remains unchanged at $99.99
- Apple One bundle prices are not affected
- Apple cites growing original content library as the reason
- The service reportedly loses over $1 billion a year
This is now the third price increase since Apple TV+ first launched in November 2019. The service debuted at $4.99 per month, then rose to $6.99 in 2022, and climbed again to $9.99 in 2023. With this latest hike, the price has more than doubled from its original rate in just a few years.
Despite the monthly increase, the annual subscription remains at $99.99. Apple is also keeping the Apple One bundle pricing unchanged. That bundle includes Apple TV+ alongside other Apple services like Apple Music, iCloud, and Apple Arcade.
Apple says the price bump reflects the service’s growing investment in original content. Over the years, Apple TV+ has leaned into a quality-over-quantity strategy, banking on prestige titles like “Ted Lasso,” “Severance,” and “The Morning Show.” And more recently, it’s added live sports such as Major League Soccer. Still, even with a slimmer catalog than its competitors, Apple’s Originals have earned a reputation for being high caliber.
Yet profitability remains elusive. According to The Information and other reports, Apple TV+ loses more than $1 billion a year. Its annual content budget is estimated to hover around $4.5 billion, even after some cutbacks.
In many ways, Apple’s move mirrors a broader trend. Nearly all major streaming platforms have raised prices in recent years, citing inflation, rising production costs, and the need to fund exclusive programming. Netflix, Disney+, and Peacock have all followed a similar trajectory.
Unsurprisingly, the latest increase has sparked frustration across social media and Reddit threads. Some users argue that Apple TV+ still doesn’t offer enough content to justify the higher cost. Others say the platform’s award-winning shows make it worth the price. There’s also a growing sentiment that these steady price hikes across all streaming services are making the idea of “cutting the cord” feel increasingly like a trade-off rather than a solution.
Apple seems to be banking on the idea that its commitment to polished, ad-free storytelling will keep subscribers loyal. Whether that pans out long-term remains to be seen.
Related FAQs
Q1. How much does an Apple TV+ subscription cost in the U.S.?
A1. A monthly Apple TV+ subscription in the U.S. now costs $12.99, an increase from the previous price of $9.99. The annual subscription rate remains at $99.99.
Q2. Does Apple TV+ have a cheaper, ad-supported plan?
A2. No, Apple TV+ does not offer a separate ad-supported plan. All content on the service is commercial-free, which is a key differentiator from other major streaming platforms.
Q3. Can I get a free trial for Apple TV+?
A3. Yes. Apple offers a seven-day free trial for new subscribers. Additionally, customers who purchase a new Apple device, like an iPhone, iPad, or Mac, may be eligible for a promotional offer that provides three months of Apple TV+ for free.
