Apple TV+ is increasing its price by 30%. Starting August 21, the monthly fee for U.S. customers will jump from $9.99 to $12.99. Existing subscribers will notice this change within a month of their next renewal.
Apple justifies this hike with the launch of new shows and movies. Unlike many other platforms, Apple TV+ remains ad-free, which is a key selling point for many viewers. This means subscribers can enjoy their favorite content without interruptions.
Since its debut in November 2019 at a low price of $4.99, Apple TV+ has steadily increased its offerings and prices. Just last October, it went from $6.99 to $9.99. Despite the higher costs, Apple highlights its growing library, which now includes exciting dramas, sci-fi series, comedies, and even live sports.
Upcoming releases include Season 4 of “The Morning Show” on September 17 and a new film, “Highest 2 Lowest,” on September 5, among others. The service is praised for its original series, like “Severance,” which recently topped Emmy nominations with 27 nods.
However, it’s important to note that Apple TV+ has been operating at a loss—over $1 billion each year, according to a 2025 report from The Information. This financial strain comes from heavy investments in premium content. While Apple hasn’t confirmed this figure, it reflects the challenges streaming services face today.
In a crowded streaming market, Apple TV+ continues to push for differentiation by focusing on quality and originality, aiming to win customers over one show at a time.
For more on the evolving landscape of streaming services, you can check insights from industry experts at Variety.
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