The last Apple TV+ price hike came in 2023, when the monthly subscription was raised from $6.99 to $9.99. The annual $99.99 rate for Apple TV+ is unaffected by the increase. Apple did not announce any new subscription plans alongside the price hike, meaning Apple TV+ will continue being the only streamer without an ad-suppported option.

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.