Apple TV+ Hiking Price, Will Now Cost $13 per Month in U.S.
Apple TV+, the tech giant’s money-losing streaming service, is bumping up its price by 30%: For U.S. customers, it will now be $12.99 per month, up $3 from $9.99.
The company said it is raising the price of Apple TV+ in the U.S. and select international markets, effective starting Aug. 21 for new customers. Existing Apple TV+ subscribers will see the higher prices within 30 days of their next renewal date.
In justifying the price hike, Apple noted that it has launched a slew of TV shows and movies and that the service doesn’t include any ads. Indeed, Apple TV+ remains the only major streaming service that does not offer a price-reduced ad-supported plan.
“Since it launch, Apple TV+ has expanded its deep library of hundreds of Apple Originals, with thousands of hours of premium programming across genres and brand-new releases weekly — all ad-free,” the company said in a statement. “Subscribers can explore a rich offering of thrilling dramas, epic sci-fi, feel-good comedies and live sports.”
Apple most recently raised the price of Apple TV+ in October 2023, when it went from $6.99 to $9.99 per month in the U.S. The streaming service initially bowed in November 2019 at the loss-leading price of $4.99 monthly.
In announcing the latest price hike, Apple touted upcoming premieres on Apple TV+. Those include Season 4 of “The Morning Show” on Sept. 17; Season 5 of “Slow Horses” on Sept. 24; Vince Gilligan’s “Pluribus” on Nov. 7, and original films like “Highest 2 Lowest” on Sept. 5 and “The Lost Bus” on Oct. 3.
Apple TV+ is also home to award-winning shows like “Severance,” which garnered the most Emmy nominations this year with 27, and Seth Rogen’s “The Studio,” which became the most-nominated freshman comedy ever with 23 nods. The service features a lineup of kids programming, including new and classic Peanuts specials, and offers access to MLB’s “Friday Night Baseball” live games and Major League Soccer matches.
Apple TV+ has been losing more than $1 billion annually as its spending on premium content has well exceeded revenue, according to a March 2025 report by The Information. Apple has not commented on the report; the company not break out financial results for Apple TV+.
Pictured above: Reese Witherspoon ande Jennifer Aniston in Apple TV+’s “The Morning Show”
