The news: Apple is hiking Apple TV+ subscriptions from $9.99 to $12.99 a month in the US and other select markets. The change took effect Thursday for new subscribers and will begin within 30 days of renewal for existing ones. Annual plans and Apple One bundles remain unchanged.
Apple is gambling that prestige content, Emmy recognition, and its position as one of the few ad-free streamers will offset the price increase. Apple TV+’s “Severance” leads with record viewership and broad cultural buzz, and its other current top hits include “Foundation,” “Chief of War,” and “Platonic.”
Pushing subscriber boundaries: The 30% increase will test subscriber loyalty at a time when streaming churn rates in the US hit 5.5% monthly in Q1 2025, up significantly from 2% in 2019 and representing an all-time high, per Fabric as cited by Broadband TV News.
- Many subscribers are frustrated. This is the third price hike since Apple TV+ launched in 2019 at $4.99. On Reddit, users say they may cancel or rethink subscriptions as streaming costs climb.
- Apple TV+ still costs less than most competitors. $12.99/month is priced lower than other ad-free plans on rivals Netflix ($17.99/month), Peacock ($16.99/month), and Disney+ ($15.99/month).
Apple TV+ isn’t alone in price increases either—Netflix, Peacock, and Spotify have also raised prices in 2025, per the Los Angeles Times.