Apple TV+ Price Increase: Everything You Need to Know

Apple has decided to bump up the price of its streaming service, Apple TV+, in an effort to capture a larger share of the streaming market. U.S. subscribers can expect to see a 30% increase, bringing their monthly fee to $12.99, up from the current $9.99. This change went into effect on Aug. 21 for new customers in select international markets, with existing customers transitioning to the new price within 30 days of their next renewal date.

For those who prefer an annual subscription, the $99.99 rate remains unchanged, as does the pricing for the Apple One bundle, which starts at $19.95 per month. Apple reasons that the content it provides, including TV shows and movies without ads, justifies the new price point. Strikingly, Apple TV+ remains the sole major streaming service without a more budget-friendly, ad-supported option.

Exclusive shows like “The Morning Show,” “Severance,” and “The Studio” can only be found on Apple TV+, as well as Peanuts programs, “Friday Night Baseball,” and Major League Soccer matches. Notably, the MLB baseball deal will not be renewed, according to The Hollywood Reporter. Fans of the hit series “Ted Lasso” can look forward to the upcoming fourth season.

This isn’t the first time Apple has adjusted its pricing structure for Apple TV+. The last increase took place in October 2023, when the monthly subscription cost rose to $9.99 from $6.99. When the service debuted in 2019, it was a mere $4.99 per month.