US EditionApple Boosts Subscription Price for TV+ to US$12.99
The subscription cost increases by 30% to $12.99 per month as Apple highlights new content and maintains an ad-free experience, affecting new and existing U.S. customers.
- On August 21, 2025, Apple revealed that the monthly subscription fee for Apple TV+ will increase to $12.99 in the United States and certain overseas markets.
- The price increase follows previous hikes in 2022 and 2023 and aims to offset Apple TV+'s $1 billion annual losses amid expanded original programming.
- Apple TV+ features a single ad-free subscription option with 4K HDR and Spatial Audio, and it contributes to Apple's broader Services category, which saw a 13% increase in net sales reaching $27.4 billion in the third quarter of 2025.
- Current subscribers will experience the updated pricing starting 30 days after their upcoming renewal date, while fees for the annual subscription and Apple One bundle will stay the same.
- The increase may impact streaming competition and follows strong Apple TV+ viewership growth and Emmy nominations for shows like Severance and The Studio.
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