Apple has announced its latest price increase for its Apple TV+ streaming service, marking the third time the company has raised subscription costs in just three years. Starting Thursday, Apple TV+ will cost $12.99 per month in the U.S. and select international markets, up from the previous $9.99 monthly rate. The change applies to current subscribers 30 days after their next renewal date, while annual subscriptions will remain at their current pricing. New users will be able to access a seven-day trial before the increased monthly fee takes effect.
This is Apple TV+’s first price adjustment since 2023, when the service’s monthly fee jumped from $6.99 to $9.99. Prior to that, the company had raised the price from $4.99 in 2022, reflecting Apple’s steady strategy of gradually increasing subscription costs as the service expands its content offerings and audience reach.
Apple TV+ has become one of the company’s flagship services, though Apple does not publicly disclose detailed viewership figures. According to a report by The Information earlier this year, the service was operating at a loss of more than $1 billion annually, even as subscriber numbers climbed toward an estimated 45 million. The report cited sources familiar with the matter, noting that Apple has been investing heavily in original content to drive growth and compete with industry rivals.
The recent price hike puts Apple TV+ in line with other major streaming platforms that have also increased subscription costs this year. Netflix and NBCUniversal’s Peacock raised their monthly fees earlier in 2025, while music streaming platform Spotify implemented price increases across multiple international markets. Analysts suggest that these adjustments reflect the growing cost of content production as well as the desire of companies to improve profitability amid a competitive streaming landscape.
Apple has also recently expanded the availability of Apple TV+ to Android devices, a strategic move aimed at broadening the service’s global footprint and attracting new subscribers beyond the company’s traditional iPhone, iPad, and Apple TV user base.
The price hike comes shortly after Apple celebrated the success of its highest-grossing theatrical release to date, “F1: The Movie,” demonstrating the company’s growing emphasis on premium content to drive both its subscription and entertainment businesses. By balancing investment in original content with incremental price increases, Apple appears to be positioning Apple TV+ as a major player in the increasingly crowded streaming market.
With this latest adjustment, Apple joins a growing list of streaming and entertainment providers adapting their pricing strategies in response to rising production costs, inflationary pressures, and heightened competition. For consumers, the change signals that Apple TV+ remains committed to expanding and funding high-quality content, even as the service continues to compete with well-established platforms like Netflix, Disney+, and Amazon Prime Video.
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