Apple TV+ just got pricier, again. As of August 21, Apple has bumped the monthly subscription fee up by 30% in the U.S. and a handful of other countries.
If you’re a new subscriber, you’ll see the new price right away. Existing subscribers? Brace yourself; the higher cost kicks in within a month of your next renewal.
Apple TV+ gets costly in the US
So, how much are we talking? The monthly rate now sits at $12.99, up from the previous $9.99. That’s a solid $3 jump. Not exactly pocket change, especially if you remember when Apple TV+ launched back in 2019 at just $4.99 a month.
Feels like a distant memory, doesn’t it? The last increase was less than a year ago, bumping it from $6.99 to $9.99. Now, here we are.
Apple justifies the hike by pointing to its ever-growing catalogue of original content—movies, shows, even live sports—all still ad-free, which is rare these days. No commercials interrupting your binge, at least for now.
If you’re wondering what’s coming up, the release calendar is stacked: The Morning Show is back for season 4 on September 17, Slow Horses returns September 24, and Pluribus drops November 7. Original films like Highest 2 Lowest and The Lost Bus are also on the way this fall.
Still, all that premium content isn’t coming cheap. Reports say Apple TV+ has been losing over $1 billion a year because content spending keeps outpacing revenue. So, the price hike? Not exactly a surprise—just not a welcome one for your wallet.
How did the Internet react?
Not like Apple TV+ offers anything that great to begin with honestly… mid. Bad move on them
— Knight (@Halflight_AE) August 21, 2025
I have Apple One Premier which includes Apple TV. I don’t think I’ve opened that app in like 2 years.
— Danny Bennett (@RealDannyB) August 21, 2025
@ItsDollhouseMJ aren’t they already struggling to get subscribers? They better be dropping some major heat next year. They gotta be….right? 😂
— Montez French (@montezfrench) August 21, 2025
With 13 years on the line, Ashish Kumar Singh loves everything when it comes to movies, music, travel and pop culture. Formerly employed at ANI, Pinkvilla, India Today and HT, Ashish has interviewed some of the top celebrities of India, including Shah Rukh Khan, Aamir Khan, Ranveer Singh, Ranbir Kapoor and Hrithik Roshan, among others. Breaking news excites him and deadlines are what he chases. Interviewing comes naturally to him. Hit him up at ashish.kumar02singh@gmail.com.
