August 21, 2025, marks a significant day for Apple TV+ subscribers. The tech giant has raised the monthly subscription fee from $9.99 to $12.99, a bold 30% leap, effective immediately for new customers in the U.S. and select international markets, and for existing subscribers starting 30 days after their next billing cycle.
Why the Price Increase?
Apple frames this move as essential to reflect its expanding trove of ad-free, premium original content—from acclaimed dramas like Severance, Ted Lasso, and The Morning Show to live sports and kids’ offerings.
Reports underscore that Apple TV+ is currently unprofitable, losing over $1 billion annually, even as content spending remains hefty—though slightly trimmed from over $5 billion to around $4.5 billion this year. This hike appears to be a strategic push to chip away at those losses.
What’s Staying the Same?
- Annual subscription remains at $99, making it a cost-saving option—works out to approximately $8.25/month, far lower than the new monthly rate.
- Apple One bundles (starting at $19.95/month) remain unchanged, offering better value when combining Apple Music, Arcade, TV+, and more.
These incentives seem designed to nudge subscribers toward longer commitments or bundled plans, helping Apple retain users amidst rising costs.
Market Context & Competitive Landscape
Apple’s move mirrors a broader streaming-industry trend, with competitors like Peacock, Netflix, and Disney+ also upping prices. Notably, Apple remains the only major general-entertainment streamer without an ad-supported tier, emphasizing its premium, ad-free positioning—but also limiting its pricing flexibility.
Analysts point out that this pricing structure may pressure subscriber retention, especially among casual viewers. But the annual plan and bundle discounts offer ways to mitigate churn
Global Pricing: A Stark Contrast
In some regions like India, Apple TV+ remains incredibly affordable—just ₹99 per month (around $1.20), with no immediate price changes announced. This divergence highlights Apple’s regional strategy: premium pricing where the market can bear it, and value pricing in emerging markets.
What It Means for Subscribers
- If you’re on a monthly plan, expect your rate to rise to $12.99 soon.
- Consider switching to the annual plan ($99) to lock in the lower rate.
- The Apple One bundle remains a strong, cost-effective option if you use multiple Apple services.
Overall, while the price increase may sting, Apple is offering clear alternatives to help loyal customers maximize value.
Final Thoughts
This is Apple TV+’s third major price hike in three years—from its launch price of $4.99/month in 2019, to $6.99 in 2022, $9.99 in 2023, and now $12.99 in 2025
As content costs rise and the streaming market matures, this adjustment reflects the next phase in Apple’s streaming strategy—one focused on balancing quality content with financial sustainability, while still delivering value through annual pricing and bundles.
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