Apple TV+ will soon become the latest streamer to raise its prices, hiking its streaming plan by US$3 a month in its third bump in as many years. The price hike was announced Thursday.
Key Takeaways
- Apple TV+ subscription increases from $9.99 to $12.99 per month in the U.S. and select markets, though it is not clear what other countries are included in the price hike.
- The increase will apply 30 days after users’ next renewal date, according to Apple, and is effective as of Thursday for new customers.
- The last Apple TV+ price hike came in 2023, when the monthly subscription was raised from $6.99 to $9.99.
- The annual $99.99 rate for Apple TV+ is unaffected by the increase.
- Apple did not announce any new subscription plans alongside the price hike, meaning Apple TV+ will continue being the only streamer without an ad-supported option.
Crucial Quote
“The increase will apply 30 days after users’ next renewal date”
Key Background
Apple TV+ launched in 2019 with a price of $4.99 per month. The streaming service lacked content volume compared to its competitors but has since banked on a wave of original content that has coincided with its price hikes. Shows like “Ted Lasso,” “Shrinking” and “Severance” have become some of the streamers’ top-rated shows, with the latter program’s second season becoming the most-nominated show at the 2025 Emmy Awards with 27 nominations. The platform is also the exclusive home of Major League Soccer.
Big Number
$1 billion. That is how much money Apple is losing annually on its streaming service, according to a March report from The Information, which noted Apple is spending around $4.5 billion a year on content. The report also claimed Apple TV+ had 45 million subscribers.
What Other Streamers Have Raised Prices This Year?
NBCUniversal’s Peacock also recently upped prices for its plans by $3 a month, increasing its ad-supported plan to $10.99 and its ad-free plan to $16.99. At the start of the year, Netflix increased its ad-supported tier from $6.99 to $7.99, the ad-free tier from $15.49 to $17.99 and its premium tier from $22.99 to $24.99.
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This story was originally published on forbes.com and all figures are in USD.
