Apple TV+ raises monthly subscription fee to $12.99 in the US
August 21, 2025 18.54 Europe/London By Robert Briel

Apple is hiking the price of its streaming service Apple TV+ by 30%, bringing the monthly cost to $12.99 for US subscribers.

The increase, effective August 21 for new customers, will roll out to existing users within 30 days of their next billing cycle. No announcements have been made about other territories, but it is very likely they will follow suit. In Europe Apple TV- costs €9,99/monthly.

This marks the second price jump in less than two years, following a rise from $6.99 to $9.99 in October 2023. Originally launched in 2019 at $4.99 per month, Apple TV+ has steadily grown its content library while maintaining an ad-free experience—making it the only major streamer without a lower-cost ad-supported tier.

Apple defended the price hike by pointing to its expanding catalogUE of Apple Originals, which now includes thousands of hours of programming across genres. Upcoming premieres 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 growing prestige, Apple TV+ reportedly loses over $1 billion annually due to high content costs, according to a March 2025 report by The Information. Apple has not publicly addressed the financials of its streaming division.