Starting Thursday, Apple TV+ will cost $12.99 per month for subscribers in the U.S. and other countries, marking the tech giant’s first price hike since 2023.
Apple confirmed the change will affect current subscribers 30 days after their next renewal date. The annual subscription fee remains unchanged, and new users will still receive a seven-day free trial before the new rate kicks in.
The streaming service, which launched in 2019, has seen a steady climb in pricing—from $4.99 in 2022 to $9.99 in 2023. Apple TV+ is one of the company’s most popular offerings, though Apple does not disclose viewership data.
A report from The Information earlier this year estimated the platform is losing over $1 billion annually, even as subscriptions surged past 45 million.
Apple joins a growing list of streaming platforms adjusting prices in 2025. Netflix, Peacock, and Spotify have all raised rates to support content expansion and improve margins.
In a strategic move earlier this year, Apple TV+ also became available on Android devices, potentially widening its global reach.