Apple TV+ Hikes Price to $12.99, Matches Rivals
Apple TV+ is set to increase its subscription price, bringing it in line with competitors like Paramount, Peacock, and Amazon Prime Video. The new price, $12.99 per month, represents a 30% rise and will take effect on August 21, 2025. The service, which launched in 2019 with a $4.99 monthly fee, has seen a steady increase in cost since then.
The price hike comes as Apple TV+ continues to release popular shows and films such as 'Slow Horses', 'The Morning Show', and the recent 'Killers of the Flower Moon'. Apple attributes the increase to the launch of recent movies and shows without ads. Despite having around 45 million subscribers as of March 2025, Apple TV+ has reportedly lost over $1 billion per year since its launch. This is the second price increase for the service; the last one occurred in October 2023, from $6.99 to $9.99 per month. Current subscribers will see the new price within 30 days of their next renewal date.
With the upcoming price increase, Apple TV+ will cost $12.99 per month, reflecting the growing library of Apple Originals, all ad-free. The service continues to release new content weekly, with popular titles such as 'Shrinking' and 'Severance' drawing viewers. The 30% increase will apply to both U.S. and international markets.
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