Apple TV+ is getting a price hike for U.S. customers. Apple confirmed that the monthly subscription for Apple TV will now cost $12.99, up from $9.99. The new price is already effective for new subscribers starting August 21, 2025, while existing users will notice the increase 30 days after their next renewal date. The yearly Apple TV+ plan will remain at $99.99.
This change makes Apple TV one of the pricier streaming services on the market, although its annual plan continues to provide better value for long-term customers.
Apple TV Price Increase: What You Need to Know
Apple TV’s new monthly cost of $12.99 marks the second increase in less than two years. The last hike came in October 2023, when Apple raised the subscription from $6.99 to $9.99. Now, with another $3 jump, Apple is positioning its streaming platform closer to premium competitors.
For viewers who pay monthly, the cost is rising by about 30% compared to 2023. However, Apple is leaving the annual plan untouched at $99.99, which may encourage customers to switch from monthly to yearly billing in order to save money.
Why Apple TV+ Is Raising Prices
Focus on Original Content
Unlike other platforms with massive content libraries, Apple TV relies mainly on original shows and movies. Some of its biggest titles include “The Morning Show,” “Severance,” “Ted Lasso,” and a growing lineup of award-winning films. These productions are expensive to make, and Apple is investing billions to keep building its catalog.
By raising the Apple TV subscription fee, the company can continue funding high-quality projects that set it apart from rivals.
Industry-Wide Price Hikes
Apple is not the only one raising prices. The entire streaming industry is facing cost pressure:
- Netflix raised its standard plan with ads from $6.99 to $7.99 per month earlier this year.
- Peacock increased its Premium Plus plan by $3, reaching $16.99 monthly.
- Other platforms like Disney+ and Max have also adjusted their rates in the past 12 months.
Apple TV’s $12.99 monthly price is still below Peacock’s premium tier but higher than Netflix’s ad-supported plan, showing Apple is confident in the value of its content.
Impact on Apple TV Subscribers
Monthly vs. Annual Plans
The unchanged annual plan at $99.99 is now a much better deal compared to the monthly subscription. Paying monthly now totals $155.88 per year, meaning subscribers can save about $56 if they commit to the yearly package.
Growing Competition in Streaming
Customers now face tough decisions about which services to keep. With Apple TV, Netflix, Disney+, Peacock, Hulu, and others, the combined cost of streaming can rival or exceed traditional cable bills. For households, the Apple TV price increase may lead to rethinking which platforms truly offer value.
Apple TV’s Strategy in the Streaming Market
Apple TV is positioning itself as a premium content provider rather than competing on the sheer volume of titles. The company invests in quality over quantity, banking on the fact that award-winning exclusives will justify the higher cost.
The unchanged annual subscription is also a clear strategy to lock in users long-term, reducing churn and giving Apple stable revenue.
Analysts believe this move is a sign that Apple TV is entering a new growth phase. Instead of attracting new subscribers with low prices, Apple now focuses on keeping loyal users while funding bigger productions.
What This Means for the Future of Apple TV
The price increase is unlikely to be the last. With production costs and competition for top talent increasing, more hikes could arrive in the coming years. Streaming platforms are moving away from the early strategy of keeping prices low and are now adjusting to sustainable long-term pricing.
For Apple TV customers, the key question will be whether the exclusive lineup of shows and movies continues to justify the cost compared to alternatives. If Apple delivers consistent hit series and films, many subscribers will see the $12.99 price as acceptable. If not, customers may consider switching to annual plans or even canceling in favor of other services.
Conclusion
The Apple TV+ subscription price hike to $12.99 per month reflects broader industry trends as streaming services raise costs to support expensive productions. Apple TV remains focused on original content and has chosen to keep its annual plan at $99.99, encouraging users to switch from monthly billing.
While this makes Apple TV one of the more expensive streaming services, its award-winning shows like “The Morning Show” and “Severance” could keep subscribers loyal. In an increasingly competitive streaming market, Apple’s strategy is clear: fewer but higher-quality programs that justify a premium price.
