Apple TV+ subscribers are in for another price hike as Apple raises the monthly cost of its streaming service to $12.99, effective immediately for new users and rolling out to current subscribers at their next billing cycle. The $3 increase represents a 30-percent jump from the previous $9.99 monthly rate, just 10 months after a substantial 43-percent hike in October 2023. At launch in 2019, Apple TV+ was just $4.99 per month, underscoring how dramatically the price has climbed in five years.
Apple points to a strong run of hit programming as the rationale for the higher cost. Flagship shows like Severance have become cultural touchstones, Slow Horses has drawn widespread praise, and The Studio delivered a major award-season haul. The streamer is also banking on the buzz surrounding F1, a big-budget Formula 1 film led by Brad Pitt, slated to premiere on the service later this year. Notably, Apple TV+ stands out as one of the last major platforms without ads, but industry insiders continue to suggest that an ad-supported option may be in the works. Despite these achievements, looming challenges—such as the potential loss of Friday Night Baseball—mean Apple will need to maintain its momentum to keep subscribers on board amid rising costs.