• Apple Inc. is raising the monthly price of its Apple TV+ streaming service by 30%, from $9.99 to $12.99, effective August 21 for new subscribers.
  • The annual plan and Apple One bundle prices remain unchanged, a move seen as an effort to steer customers toward more lucrative, long-term commitments.
  • The increase is part of an industry-wide trend, with competitors like Netflix and Max also implementing hikes to offset soaring content costs and push for profitability.

Apple TV+ is set to become significantly more expensive for millions of subscribers this summer. The tech giant confirmed the new $12.99 monthly rate will take effect on August 21, 2025, for new customers. Existing subscribers will see the change applied 30 days after their next billing cycle on or after that date.

The service, which launched in 2019 at an introductory price of $4.99, has now undergone three separate price increases. This latest jump is the most aggressive to date and brings Apple TV+ in line with the premium ad-free tiers of its largest rivals. The company is notably holding the line on its annual subscription, which remains priced at $99, and the cost of its bundled Apple One service.

This strategic pricing suggests an effort to mitigate churn by incentivizing customers to lock in a lower effective monthly rate through an annual commitment or a broader services bundle. An Apple spokesperson, when reached for comment, pointed to the service's expanding slate of award-winning original content and its ad-free experience as justification for the new price point.

The move is far from an outlier. The streaming sector is in the midst of a widespread repricing as companies grapple with immense pressure to turn a profit on their vast content investments. Netflix, Warner Bros. Discovery's Max, and Comcast's Peacock have all announced their own price increases this year, creating a rising tide that lifts all subscription boats, much to the chagrin of consumers experiencing subscription fatigue.

For Apple, the services segment—which includes TV+, Music, and iCloud—has become an increasingly critical revenue driver as iPhone sales growth plateaus. While the company does not break out specific subscriber numbers for TV+, its consistent investment in critically acclaimed series and a recent foray into streaming live sports, including Major League Soccer, signals a long-term commitment to the platform. The success of this price increase will be closely watched on Wall Street as a key indicator of the service's pricing power and subscriber loyalty.