Apple is raising the monthly subscription price of its streaming platform Apple TV+ in the US and selected international markets.
The streaming service will now cost $12.99 per month for new subscribers in the US, which is a 30% increase from its previous price of $9.99. Existing Apple TV+ subscribers will see the higher prices within 30 dayss of their next renewal dates.
In the UK, the Apple TV+ website now displays a price of £9.99 per month, an increase of £1 per month.
The annual subscription price for the ad-free platform remains unchanged, as does the pricing for Apple One, which bundles Apple TV+ with services such as iCloud and Apple Music, among others.
Apple TV+ is the latest in a line of streaming platforms to raise its prices as it seeks profitability after years of heavy investment in content. Last month, NBC Universal raised the price of its Peacock streaming platform by $3 to $10.99 per month.
Explaining the price increase, Apple stated: “Since its launch, Apple TV+ has expanded its deep library of 100s of Apple Originals, with 1,000s of hours of premium programming across genres and brand-new releases weekly – all ad-free. Subscribers can explore a rich offering of thrilling dramas, epic sci-fi, feel-good comedies and live sports.”
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Apple previously raised the price of Apple TV+ in October 2023, when it increased from $6.99 to $9.99 per month in the US. For context, the streaming service initially launched in November 2019 at the loss-leading price of $4.99 monthly.
Apple TV+ has been losing more than $1 billion annually, according to a March 2025 report by The Information.
The service is home to TV shows such as The Morning Show, Severance, and Ted Lasso.
Apple does not release subscriber numbers for Apple TV+, but it is estimated to have over 40 million subscribers. By comparison, Netflix had over 300 million paid memberships at the end of 2024.
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