Apple TV+ hikes its monthly subscription price by 30 percent: How much will you pay in US?

Apple has increased prices on its Apple TV+ streaming services to $13 a month, in its first hike since 2023. Apple TV+, known for psychological thriller "Severance" and other popular original shows like "Ted Lasso" and "The Morning Show," will hike its monthly subscription price by $3 starting August 21, 2025.

Apple said the new price will hit current subscribers 30 days after their next renewal date. Other streaming platforms such as Netflix and NBCUniversal’s Peacock have boosted prices this year.

How much will you have to pay in US?

The streaming service will now cost $12.99 per month in the United States, up from $9.99, which is a 30 percent increase. The price hike is effective as of today, Thursday, August 21, 2025, for new customers; existing customers will see their bill go up within 30 days. The annual subscription price will stay the same, costing $99 per year.


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In March, Apple lost more than $1 billion a year on its streaming service. Apple has spent more than $5 billion a year on content since launching Apple TV+ in 2019, but decreased spending by around $500 million in 2024, according to the technology industry-focused outlet.

The change marks Apple’s first price hike for its streaming service since 2023. At the time, Apple lifted its monthly price to about $9.99 from $6.99. The company raised the price in 2022 from $4.99.

However, Apple does not publicly disclose total number of subscribers. According to five analysts polled by Visible Alpha, Apple reached 40.4 million at the end of 2024. Netflix had more than 300 million paid memberships at the end of 2024, Business Insider reported. About 228 million people subscribed to Disney streaming platforms in March 2024.

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When did Apple last increase its subscription price?

Apple has increased the subscription price of Apple TV+ three times since launching the streaming service in November 2019. The original price was $4.99 per month, increasing to $6.99 per month in October 2022 and then to $9.99 per month in October 2023.

Apple TV+ is one of the company’s most popular services. Apple isn’t the only streaming giant raising prices this year—many are doing so to fund fresh content or maximize returns on investments. Earlier, Netflix and NBCUniversal’s Peacock both hiked subscription rates, while music platform Spotify increased prices across several markets.

Apple, meanwhile, expanded access to its streaming service by launching it on Android devices, a move that could broaden its global reach. The company is also riding high on the success of its biggest box-office hit to date, F1: The Movie.