Apple TV Plus is increasing its monthly subscription cost to $12.99, marking a $3 hike from its previous $9.99 rate. This is the streaming service’s third price increase since its launch in 2019, when it was introduced at just $4.99 per month. The price change takes effect immediately for new subscribers, while existing users will see the updated rate applied 30 days after their current billing cycle ends, according to Apple spokesperson Tom Neumayr told in a statement.
Despite the monthly increase, the annual subscription plan for Apple TV Plus remains unchanged at $99, and Apple One bundles, which start at $19.95 per month, are not affected by this adjustment.
Apple last raised the price of its streaming service in 2023. The decision to increase rates again comes amid reports, including one from The Information, suggesting that Apple TV Plus has been operating at a loss of approximately $1 billion annually.
Since its debut, Apple TV Plus has steadily grown its catalog, now featuring hundreds of Apple Originals and thousands of hours of ad-free, premium programming across various genres. New titles continue to release weekly, with the platform emphasizing original content as its primary draw.
The price hike places Apple TV Plus in line with recent industry trends, as other streaming services like NBCUniversal’s Peacock also raised their subscription costs by $3 last month.
Neumayr highlighted that the service’s expanding library justifies the new price point, stating, “Since its launch, Apple TV Plus has expanded its deep library with hundreds of Apple Originals, offering thousands of hours of premium programming across genres and brand-new releases weekly — all ad-free.”
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