Apple TV+ is about to get more expensive, with Apple announcing a significant price increase as the streaming platform rides a wave of recent critical and commercial successes. Starting August 21, the monthly subscription cost for Apple TV+ will jump to $12.99, up from the previous $9.99 rate, marking a 30-percent hike. Existing subscribers will see the increase take effect at their next renewal. This is the service’s second price increase in less than a year; back in October 2023, Apple raised the price from $6.99 to $9.99—a 43-percent surge at the time.
Apple justified the latest hike by highlighting its growing library of acclaimed content, citing hit series such as Severance, Slow Horses, The Morning Show, and Seth Rogen’s The Studio, which racked up nearly two dozen Emmy nominations. The platform has also scored in the film space, with the upcoming release of F1, a Formula 1 blockbuster starring Brad Pitt, expected to be a major draw when it hits Apple TV+ later this fall. While the service remains ad-free—a rarity among major streaming platforms—speculation continues to swirl that Apple may eventually introduce a cheaper, ad-supported tier. Still, potential losses such as Friday Night Baseball suggest Apple will have to keep delivering fresh, compelling content to justify its increasingly premium price point.
