Apple TV+ gets a price hike: Here's what subscribers need to know

Apple has officially increased the priced of the monthly subscription price of its streaming service Apple TV+. The company has increased the price by 30% in the US making it the first price hike since 2023. After revision, the new price for the monthly subscription of Apple TV+ starts at $12.99. The price has increased by $3 per month. Earlier this price of Apple TV+ subscription started at $9.99. The new rates are already live for the new subscribers, whereas the existing users will see the increase reflected 30 days after their next renewal date.


Apple TV+ new pricing

Apple confirmed that the annual subscription remains at $99, making it a more economical option for long-term users


Reason for the price hikeApple Sais that the increase reflects the platform’s growing investment in original content, including Emmy-nominated series like Severance, Ted Lasso, and The Morning Show. The company emphasized that Apple TV+ remains ad-free, unlike many competitors that have introduced lower-priced, ad-supported tiers.

Despite critical acclaim, Apple TV+ has reportedly been operating at a loss, spending over $5 billion annually on content since its launch in 2019. A recent report suggested Apple reduced that spend by $500 million in 2024, but the platform still loses more than $1 billion a year.


Apple TV+ price hike: What subscribers should know

• New subscribers: Pay $12.99/month starting August 21.
• Existing subscribers: Will see the price increase 30 days after their next billing cycle.
• Apple One bundle: Pricing remains unchanged for now.
• No ad-supported tier: Apple TV+ continues to offer only a premium, ad-free experience.