Apple TV+ Raises Monthly Rate To .99, Up 30%

Apple TV+ Raises Monthly Rate To $12.99, Up 30%

August 21, 2025 / Nathan Pine /


Apple TV+ is hiking the monthly price of its service to $12.99 from $9.99 effective today for new customers. Existing subscribers will be topped off in their next renewal.

The streamer, home to original series The Morning Show, Ted Lasso, Slow Horses and Severance – the latter recently nabbing an impressive 23 Emmy nominations — is the only major service to eschew an advertising-supported option.

Its annual rate of $99.99 is unchanged.

This is the first price hike for Apple TV+ since a previous $3 increase in October of 2023.

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Nathan Pine

I focus on highlighting the latest in business and entrepreneurship. I enjoy bringing fresh perspectives to the table and sharing stories that inspire growth and innovation.

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