Apple TV+ Price Increase Sparks Backlash from Fans
On Thursday, August 21st, Apple raised the monthly cost of Apple TV+ from $9.99 to $12.99, marking a notable $3 increase that works out to about 30%.
For new subscribers, the change kicked in right away. Existing subscribers will start to see the new Apple TV price 30 days after their next billing cycle. This is the latest sign that even the sleekest of streaming services isn’t immune to all the rising costs around us.
Apple TV+ Monthly Price Jumps to $12.99
The good news is that not everything is going up. The annual Apple TV+ subscription is holding steady at $99 per year, which works out to just over $8 a month if you’re willing to commit. If you watch regularly, that’s now the best deal on the table.
Apple One bundles, which combine Apple TV+ with services like iCloud, Apple Music, and Apple Arcade, also remain unchanged. Those start at $19.95 per month. So, if you’re already using multiple Apple services, bundling could save you some money.
A History of Gradual Price Rises
This isn’t the first hike, and likely won’t be the last. In 2019, Apple TV+ launched at a rock-bottom $4.99 a month, which made it one of the cheapest streaming options available.
Then, the price moved up to $6.99 in 2022, climbed to $9.99 in 2023, and now sits at $12.99 in 2025. That’s more than double its original Apple TV cost in just six years. But, to be fair, the catalog has grown a lot since then, too.
Why the Apple TV Price Increase
Apple says its growing library of ad-free original content is the main reason for the higher price. The service has invested heavily in shows like Ted Lasso, Severance, The Morning Show, and Slow Horses, while also branching into films such as CODA and Killers of the Flower Moon.
New releases drop every week, and Apple emphasizes that everything is available without commercials.
Behind the scenes, though, reports suggest the service is losing over $1 billion per year. So, the increase may be about balancing the books as much as paying for more content.
How Viewers Are Reacting
Unsurprisingly, reactions are mixed. Dedicated fans who already subscribe through an Apple One bundle or the annual plan might not even notice the change.
But, casual subscribers who switch between services could see this as the tipping point. On social media, some complained about “streaming fatigue,” saying every platform seems to raise prices just as households are maxing out their budgets.
Others, though, argue that the Apple TV+ cost is still a good deal compared to services like Netflix, which charges $15.49 for its standard plan, or Max, which costs $16.99 a month.
You can always test the waters with an Apple TV free trial for seven days to see if you think it's worth your while.
What This Means for Subscribers
It all comes down to value. If you’re only interested in one or two shows, you might find it harder to justify sticking around month after month.
But, if Apple TV+ has become part of your weekly routine, the higher price may feel like a fair trade for polished productions, no ads, and a steady stream of new originals.
The annual subscription is certainly worth considering if you’re planning to stay long-term, while Apple One offers more bang for your buck if you’re already invested in the Apple ecosystem.
Finding Value in Streaming
Streaming is becoming less about chasing the lowest price and more about finding the right mix of services that fits your lifestyle. Basically, Apple TV+ is betting that its premium content will keep you around, even as the bill edges higher.
Whether you see the new Apple TV price increase as a splurge or a bargain depends on just how much those Friday-night premieres mean to you. This fall, we hope you enjoy your cozy nights at home, no matter your preferred platform.
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