4 Minutes
Apple TV+ price increase: what changed and when it takes effect
Apple has announced a new price for its Apple TV+ subscription: $12.99 per month. This is the first increase since October 2023, when the service moved to $9.99 monthly. The higher fee applies to all new subscribers beginning August 21, 2025. According to a statement first reported by Variety, existing subscribers will see the new rate applied within 30 days of their next renewal date.
Apple's wording left some room for interpretation. Rather than promising that customers who renewed on August 20 could keep the lower rate until their next monthly billing date, the company clarified that legacy subscribers will be transitioned to the higher price within 30 days of their subsequent renewal. Apple also said the change will affect the US and selected international markets but has not listed which countries are included.
Product features and what you still get
Apple TV+ remains positioned as a premium, ad-free streaming service with a focus on original programming and high technical quality. Key features that distinguish Apple TV+ include an ad-free catalog, many titles available in 4K and HDR where supported, and tight integration with the Apple ecosystem, including Apple TV app support across Apple devices, AirPlay, and family sharing options. The service has won critical acclaim and awards for shows such as Ted Lasso, Severance, and feature investments like Pachinko and Best Picture-winning content.
Technical highlights
- Ad-free viewing across the catalog
- High-resolution streaming (many titles available in 4K/HDR and Dolby Vision where supported)
- Seamless integration with Apple services and hardware
How Apple TV+ stacks up against competitors
Apple TV+ has one of the smaller content libraries among major streamers, but it competes on quality rather than quantity. Here is how its new price compares with key rivals:
Netflix
Netflix currently offers multiple tiers: a lower-priced ad tier, a standard plan around the mid-teens, and a premium 4K tier. If a user opts for an ad-supported Netflix plan, Apple TV+ at $12.99 can be several dollars more expensive.
Disney+
Disney+ has a complex pricing structure with numerous bundles and tiers combining Disney+, Hulu, ESPN, and other services. The cheapest Disney+ tier with ads starts near $9.99 per month. An ad-free monthly Disney+ option can cost around the mid-teens, while an annual plan lowers the effective monthly rate to roughly $13.33.
Paramount+
Paramount+ offers an ad-free option at roughly the same $12.99 monthly price point, and also promotes discounted annual plans that reduce the effective monthly cost below Apple TV+ in some cases.
Advantages, use cases, and who should consider staying or switching
Apple TV+ still sells several advantages: guaranteed ad-free playback, a curated slate of high-production-value originals, and Apple ecosystem benefits. For viewers who prioritize award-winning drama, cinematic production values, or seamless integration with Apple hardware, the $12.99 price can be justified. Use cases include cinephiles who want prestige TV, households that already subscribe to Apple One or rely heavily on Apple devices, and viewers who prefer ad-free binge sessions.
Market relevance and outlook
The increase reflects broader pricing pressures across the streaming industry as platforms balance content investment with subscriber growth. Apple has not yet indicated whether Apple One bundle prices will move in tandem; at the time of publication, Apple One rates remain unchanged. For consumers, the change highlights tradeoffs between price, ad experience, content preferences, and device ecosystem. Ultimately, a subscriber's streaming mix will hinge on which exclusive shows and movies they value most.
For technology and streaming news readers, the Apple TV+ price bump underscores continuing evolution in subscription economics, content strategy, and the role of high-quality originals in retaining customers.
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