Apple TV+ Hikes Monthly Subscription Price – Viewers Are Outraged
Apple TV+ has raised its monthly subscription price, and viewers are not holding back their reactions. The streaming service will now cost $12.99 per month in the U.S., up from $9.99, marking a 30 percent increase.
The change is effective immediately for new customers, and existing subscribers will see the higher bill within 30 days. Apple confirmed in a statement to The Hollywood Reporter that “select international markets” will also see a price increase.
The $99.99 annual subscription remains the same, as does the pricing for Apple One, the bundle of Apple services starting at $19.95 per month.
Apple TV+ continues to be the only major streaming service without an ad-supported tier. The platform last raised its price in October 2023, another $3-per-month increase.
Interestingly, the price hike comes just one day after Apple TV+ released the trailer for season four of its flagship series, The Morning Show. It also arrives amid speculation that Apple will not renew its Friday Night Baseball deal with Major League Baseball, which could move to Peacock.
Viewers immediately reacted to the news on social media. Some were frustrated, noting the platform’s limited library. One wrote, “Crazy to think it used to be $4.99 at one point. Looks like I’m cancelling this.”
Apple TV+ is increasing its monthly subscription price by 30% to $12.99/month pic.twitter.com/lXck9isQ0M
— DiscussingFilm (@DiscussingFilm) August 21, 2025
Another said, “I have Apple One Premier which includes Apple TV. I don’t think I’ve opened that app in like 2 years. Gotta be honest, I thought they’d lower it.” Some pointed out that many subscribers likely got free trials with new Apple devices and forgot to cancel, adding, “50%+ of subscribers have to be people who got a free year and forgot to cancel. I forgot I was paying for it!”
Not all reactions were negative. Some praised Apple TV+ for its high-quality content despite the smaller catalog. One viewer commented, “I’m thankful Apple TV+ exists. They might not have that many shows and movies but the quality is insane. So many gems. Hope Apple will continue funding unique projects and giving the creators as much creative freedom as they do.”
The price increase is sure to spark debate among subscribers who have long appreciated Apple TV+ for its original content, but it shows the company’s commitment to maintaining the platform’s quality while adjusting to market pressures.
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