Apple TV+ is increasing its monthly price. (So much for that whole discount thing.)
The streaming service will now cost $12.99 per month in the U.S., up from $9.99, representing a 30 percent increase. The price hike is effective as of today, Thursday, Aug. 21, 2025, for new customers; existing customers will see their bill go up within 30 days.
“Select international markets” will also see a monthly-price increase, Apple said in a statement sent to The Hollywood Reporter.
The $99.99 annual rate for Apple TV+ remains unchanged, as does the pricing for Apple’s big bundle of services, Apple One (starting at $19.95/month).
Apple TV+ remains the only major streamer to not have an ad-supported option. The SVOD service last raised its price in October 2023, another $3/month jump.
The announcement comes one day after Apple TV+ released the trailer for season four of one of its flagship original series, The Morning Show. The price increase also comes amid expectations that Apple will not renew its Friday Night Baseball partnership with Major League Baseball, making the timing here somewhat curious. The MLB package will likely head to NBCUniversal/Peacock.
Apple also has a Major League Soccer streaming service, MLS Season Pass, which can be signed up for independently of Apple TV+ or as an add-on.
For what it’s worth — exactly $3, it appears — we now know that the biggest Apple TV+ hit, Ted Lasso, will be back for a fourth season. Plus, drama series Severance currently leads all Emmy-nominated shows with 27 nods, and Apple’s The Studio set a new record for a freshman show with 23 Emmy Award nominations. Other Apple TV+ series include Shrinking, Chief of War and Slow Horses. Its original films include Killers of the Flower Moon, Wolfs and Napoleon.
Apple TV+ is a known loss leader for the iPhone manufacturer. Apple is a top-3 global company by market cap, currently ranking behind Nvidia and Microsoft.
Apple TV+ launched in Nov. 2019.