Apple is increasing the price of its streaming service, Apple TV+, by 30%. This brings the monthly cost to $12.99 for US subscribers. The increase, effective August 21 for new customers, will affect existing users within 30 days of their next billing cycle.
While no official announcements have been made regarding other territories, a similar price increase is highly probable. In Europe, Apple TV+ currently costs €9,99/monthly. This is the second price jump in under two years, following a previous rise from $6.99 to $9.99 in October 2023. Initially launched in 2019 at $4.99 per month, Apple TV+ has continuously expanded its content library while maintaining an ad-free experience—a unique feature among major streamers.
Apple justified the price hike by citing the growing catalog of Apple Originals, which now boasts thousands of hours of programming across various genres. Forthcoming releases include The Morning Show Season 4 (Sept. 17), Slow Horses Season 5 (Sept. 24), Vince Gilligan’s Pluribus (Nov. 7), and original films such as Highest 2 Lowest (Sept. 5) and The Lost Bus (Oct. 3).
Despite its increasing prestige, a March 2025 report by The Information indicated that Apple TV+ reportedly incurs losses exceeding $1 billion annually due to high content costs. Apple hasn't publicly commented on the financial performance of its streaming division.