Apple TV Plus' monthly subscription cost is increasing by 30%
This marks the third increase since the platform debuted in 2019.
It’s been just under six years since Apple TV+ first launched, and in that time, it has grown into one of the most recognisable names in streaming, reportedly boasting over 45 million paid subscribers.
From buzzy originals like Ted Lasso and Severance to splashy sports deals with Major League Soccer and Major League Baseball, Apple has slowly but surely carved out its place in a crowded market. But as with most streaming platforms these days, growth now comes with a price, literally.
Apple announced this week that it’s raising the monthly cost of Apple TV+ to $12.99, up from $9.99, marking a 30% increase. The change takes effect immediately for new subscribers (after the free trial runs out), while existing users will see the higher rate kick in 30 days after their next renewal. It’s the third hike since launch, which means a service that started at just $4.99 a month in 2019 now costs more than double.
Emmanuel Oyedeji
What’s interesting here is that Apple is only touching the monthly price. The annual plan remains at $99, which effectively saves you more than $50 a year if you’re willing to pay upfront. That gap feels deliberate, and it’s hard not to think Apple is nudging people toward committing for the long haul rather than dropping in and out month to month. Whether that’s the actual strategy or not, it certainly makes the yearly subscription look like a much better deal.
Of course, Apple isn’t the only one raising prices. Netflix’s cheapest ad-supported plan still costs less at $7.99 a month, and Disney+ with Hulu bundled comes in at $10.99, but those tiers come with ads, whereas Apple TV+ remains ad-free across the board. That distinction gives Apple a bit of an edge in terms of user experience, even if it’s now one of the pricier options on the market.
Louis Eriakha
The big question is whether subscribers are willing to stick around at the higher rate. Apple doesn’t share detailed subscriber numbers, but the service continues to rack up critical acclaim and industry recognition, including a record 81 Emmy nominations this year. With award-winning shows and a growing catalogue, Apple seems confident people will pay a little more for its premium lineup.
For now, the best move might be locking in that $99 annual plan before Apple decides to give it the same treatment.
