The price of the Apple TV+ streaming service has increased in the US and other international markets.
The price of Apple TV+ is increasing again.
The tech giant’s streaming service will now cost $12.99 per month for US customers, up $3 from its previous monthly price of $9.99.
Apple has confirmed that it is raising the price of Apple TV+ in the US and select international markets from Thursday (21.08.25) for new customers, while existing subscribers will see the higher cost coming into effect within 30 days of their next renewal date.
The company has justified the rise by noting that it has launched several TV shows and movies and that the service doesn’t include advertisements.
Apple TV+ remains the only major streaming service that doesn’t offer a price-reduced ad-supported plan for consumers.
The firm said in a statement: “Since its launch, Apple TV+ has expanded its deep library of hundreds of Apple Originals, with thousands of hours of premium programming across genres and brand-new releases weekly – all ad-free.
“Subscribers can explore a rich offering of thrilling dramas, epic sci-fi, feel-good comedies and live sports.”
It is the third time in as many years that Apple TV+’s price has increased, with the most recent rise coming in 2023 when it went from $6.99 per month to $9.99 per month in the US.
While announcing the price increase, Apple has promoted several upcoming premieres on the streaming service – including season four of The Morning Show on September 17 and season five of Slow Horses on September 24.
Apple TV+ also shows acclaimed series such as Severance, which earned the most Emmy nominations for this year with 27.
It also includes a selection of kids’ programming and offers access to sport such as MLB’s Friday Night Baseball and Major League Soccer (MLS) matches.
The rise in price comes as Apple TV+ has been losing more than $1 billion annually because its spending on content has vastly exceeded its revenue.
Apple TV+ subscription price rises again
