Apple TV+ Subscription Price Increasing by 30%

Apple recently announced that the cost of an Apple TV+ subscription in the U.S. has gone up to $12.99 per month, increased from the previous cost of $9.99. In the U.K., the price is £9.99, while annual subscriptions and Apple One bundles that include Apple TV+ remain the same.

For new subscribers, the updated rate is now in effect, although some areas of the Apple TV+ site may still display the old $9.99 rate. Current subscribers will maintain the $9.99 price until it’s time to renew. At that point, the new $12.99 rate will apply, with a 30-day grace period before the increase.

Apple highlighted the growth of its library, including a variety of Apple Originals spanning different genres, weekly releases, and a range of content like dramas, sci-fi, comedies, and live sports. The streaming service garnered 80 Emmy nominations this year, with 27 nominations for the popular show “Severance.”

The last rate hike for Apple TV+ was in October 2023 when it went from $6.99 to $9.99. During that time, other Apple services like Apple Arcade, Apple News+, and Apple One also saw increases, but their prices are staying stable for now.

In comparison to other streaming services, Netflix offers subscriptions starting at $7.99, Amazon Prime Video at $8.99, and Disney+ with Hulu at $10.99 per month with ads. Apple TV+ remains ad-free and more budget-friendly than the ad-free tiers of these competitors.

According to a report from The Information, Apple TV+ reportedly operates at a loss of $1 billion annually, despite continuous growth in its subscriber numbers. Apple’s Services division, which includes Apple TV+, has been a significant revenue generator for the company, ranking second only to the iPhone in quarterly financial reports. However, Apple has not disclosed the exact contribution of Apple TV+ to its Services revenue. In the third quarter of 2025, Services revenue totaled $27 billion, up from $24 billion in the same quarter of 2024.