Aug 21, 2025 (UTC) - Apple has announced a significant increase in the monthly subscription price for its streaming service, Apple TV+, raising it from $9.99 to $12.99 in the United States—a 30% jump. The change takes effect immediately for new subscribers as of August 21, 2025, while existing users will see the higher rate applied 30 days after their next billing renewal. This marks the third price adjustment for the service in as many years, following increases from its 2019 launch price of $4.99 to $6.99 in 2022, and then to $9.99 in 2023.
The annual subscription option remains unchanged at $99.99, potentially encouraging users to opt for yearly plans to save effectively on the monthly equivalent. Bundles like Apple One, which start at $19.95 per month and include Apple TV+ alongside services such as Apple Music and iCloud storage, are also unaffected by the hike. In Canada, the price has risen to $14.99 monthly, reflecting similar adjustments in select international markets.
Apple justifies the increase by pointing to the platform’s growing library of premium, ad-free content. The service now boasts hundreds of original titles and thousands of hours of programming across genres like drama, sci-fi, comedy, and family entertainment, with new releases added weekly. Highlights include a record 81 Emmy nominations in the past year, with shows like “Severance” earning 27 nods and “The Studio” securing 23. Upcoming premieres feature Season 4 of “The Morning Show” on September 17, Season 5 of “Slow Horses” on September 24, Vince Gilligan’s “Pluribus” on November 7, and films such as “Highest 2 Lowest” on September 5 and “The Lost Bus” on October 3. The platform also offers live sports, including MLB’s “Friday Night Baseball” and Major League Soccer matches, alongside family-friendly content like Peanuts specials. Recently, Apple released “F1: The Movie,” its highest-grossing theatrical film to date, and expanded access to Android devices earlier this year.
Despite these investments, reports indicate Apple TV+ is operating at a loss, hemorrhaging over $1 billion annually due to content spending exceeding $5 billion while revenue lags behind. Subscriber numbers hover around 45 million, trailing major competitors like Netflix, Disney+, and Amazon Prime Video. Unlike many rivals, Apple TV+ lacks a lower-cost ad-supported tier, which may contribute to its financial challenges. This price adjustment aligns with broader industry trends, as services like NBCUniversal’s Peacock and Netflix have also raised rates recently to fund content and improve profitability.
User reactions on social media have been mixed, with many expressing frustration over the repeated increases. One user noted, “There’s no show on Apple TV that warrants this price increase,” highlighting perceived value concerns. Others suggested it might prompt cancellations, with comments like “Apple TV Plus just announced a major price hike coming next month, and it might be enough to prompt you to cancel.” Some viewed it positively for Apple’s earnings, stating, “Price hike for Apple TV+? Guess they’re trying to boost those earnings.” Critics also pointed out the service’s smaller library compared to competitors, with one saying, “The appeal really of Apple TV was how much cheaper it was than the other services… sure, it has some good shows but there is very little there comparatively to warrant the price increase.” Rumors of a future ad-supported option persist, but Apple has not confirmed any such plans.
This move comes as Apple’s Services division reported $27.4 billion in net sales for Q3 2025, underscoring the importance of streaming to the company’s overall portfolio. As streaming costs continue to rise across the board, subscribers may increasingly evaluate whether Apple TV+’s award-winning originals justify the premium.
