Apple TV+ increased its U.S. monthly price from $9.99 to $12.99 on August 21, 2025—a $3 increase, or approximately 30%. New subscribers paid the higher price immediately, while existing monthly subscribers were told the increase would begin 30 days after their next renewal date.
Apple TV+ increased its U.S. monthly price from $9.99 to $12.99 on August 21, 2025—a $3 increase, or approximately 30%. New subscribers paid the higher price immediately. Existing monthly subscribers were told the new rate would begin 30 days after their next renewal date.
The change applies most directly to people paying for the standalone U.S. monthly plan. It does not mean that every person who watches Apple TV+ will see a 30% line-item increase: annual subscribers, Apple One members, Apple Music student-plan users, device-promotion recipients, and customers in other countries may have different pricing or billing arrangements.
What Apple TV+ costs now
| Plan or arrangement | Price and treatment | What to check |
|---|---|---|
| Standalone monthly plan | $12.99 per month in the United States | Taxes, billing date, and whether the subscription is billed directly by Apple or through another provider |
| Standalone annual plan | Reported at $99.99 per year in the United States when the increase was announced | Confirm that the annual offer and price are still displayed for your account before switching |
| Apple One | Apple’s U.S. page says Apple One starts at $19.95 per month and includes Apple TV with other Apple services | Whether you already need the other included services |
| Apple Music Student Plan | Includes access to Apple TV, according to Apple’s product page | Your student-plan eligibility and the current terms of the bundle |
Apple’s current U.S. Apple TV page lists the standalone service at $12.99 per month after a seven-day free trial. It also says that family sharing is available with up to five family members and describes Apple Originals as commercial-free. Prices, taxes, promotions, and plan availability can vary by country and billing channel.
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How much more does the increase cost over a year?
At the new monthly rate, twelve months costs $155.88 before tax:
$12.99 × 12 = $155.88
That is $36 more per year than the former $9.99 monthly price. The percentage increase is approximately 30.0% because the $3 difference is divided by the former $9.99 price:
$3 ÷ $9.99 × 100 ≈ 30.0%
Reports at the time of the increase said the U.S. annual plan remained $99.99. If that offer is available to you at checkout, its effective monthly cost is about $8.33, and it would save about $55.89 compared with paying $12.99 every month for a full year. That comparison only helps if you expect to keep the service for the entire year; an annual subscription is less flexible if you only want to watch one series.
Because Apple’s current public page prominently displays the monthly price rather than the annual price, verify the live annual offer in your Apple account before relying on the $99.99 figure.
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New subscribers were charged $12.99 when the increase took effect on August 21, 2025. Existing subscribers did not necessarily see the change on that same day. Contemporaneous reporting said Apple would apply the new price 30 days after each existing customer’s next renewal date.
The practical step is to check the renewal information attached to your subscription:
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- Open your Apple account’s subscription settings on an Apple device, or review the subscription settings for the platform through which you subscribed.
- Find Apple TV or Apple TV+ in the active subscriptions list.
- Note the next billing or renewal date and the price shown for the upcoming renewal.
- Check whether the subscription is monthly, annual, bundled, or promotional before changing anything.
The exact menu labels can differ by operating system, country, and billing provider. If you subscribed through a third party, such as a supported app-store or television platform, check that provider’s subscription page rather than assuming Apple’s direct-billing date applies.
Why did Apple raise the price?
Reporting on the increase said Apple pointed to the growing amount of content on the service and its lack of advertising. That explains the context Apple emphasized, but it does not establish a specific production-cost increase, licensing expense, subscriber target, or profitability goal.
Apple has not publicly disclosed a detailed financial explanation for the exact $3 increase or a precise Apple TV+ subscriber total in the sources reviewed. The safest conclusion is that Apple justified the new price broadly by referring to its expanding commercial-free catalog, not by publishing a specific cost calculation.
Apple TV+ has become more expensive several times
Apple launched the service at $4.99 per month in 2019. Reported U.S. price changes then moved the monthly rate to $6.99 in 2022, to $9.99 in October 2023, and finally to $12.99 in August 2025.
That means the monthly price is now more than twice its launch price. The history matters when assessing the latest increase, but the figures above describe reported historical pricing; Apple’s current official U.S. product page is the better reference for the present monthly rate. Contemporaneous reporting from TechCrunch documents the 2025 change and the earlier price sequence.
Who is affected—and who may not be?
The clearest affected group is a U.S. customer with a standalone, month-to-month Apple TV+ subscription. Other arrangements can produce a different result:
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- Annual subscribers: They may continue under the annual price until renewal, subject to the offer and terms shown on their account.
- Apple One members: The 2025 reports said Apple One pricing did not change with this Apple TV+ increase. Apple One’s current U.S. starting price is $19.95 per month, but the bundle is only economical if you value its other services.
- Apple Music students: Apple says the student plan includes access to Apple TV, so there may be no separate $12.99 Apple TV line item.
- Promotional subscribers: A free period, device promotion, or other offer can have its own end date and terms.
- Customers outside the United States: Apple sets prices by territory. A U.S. dollar increase should not be treated as a worldwide price announcement.
Should you keep Apple TV+, switch plans, or cancel?
Keep monthly billing if flexibility matters
Monthly billing is the simplest choice if you watch Apple Originals throughout the year or want to be able to cancel without committing to twelve months. The trade-off is the highest full-year cost: $155.88 before tax at the current U.S. rate.
Choose annual billing if you will use it all year
The reported $99.99 annual price is substantially cheaper than twelve monthly payments, if it is still available at that price. It is the strongest financial option for someone who expects to watch Apple TV+ regularly for a full year. Confirm the price and renewal terms before changing plans, since displayed offers can change by account, country, promotion, or billing channel.
Compare Apple One based on the services you already use
Apple One may make sense for a household already paying separately for services such as Apple Music or iCloud+. It should not automatically be called cheaper simply because it includes Apple TV. Add up the services you would otherwise purchase and compare that total with the Apple One tier available to you.
Subscribe for a specific show or season
If you mainly want one documentary, series, or season, a short subscription period can cost less than keeping the service continuously. You can subscribe, watch the programming you want, and cancel before a later renewal if you no longer need the service. Do not assume Apple will provide a universal retention discount or cancellation offer; any such promotion would need to be shown on your account.
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You do not need an Apple TV 4K to watch Apple TV+
The subscription and the Apple TV 4K streaming box are separate products. Apple TV+ is available through the Apple TV app on supported iPhone, iPad, Mac, Apple TV 4K, Apple Vision Pro, smart TV, and streaming-device platforms. Apple’s device and subscription documentation confirms that Apple-branded television hardware is not a requirement.
Before buying hardware, search your television’s app store for the Apple TV app and check whether your existing streaming device is supported. A new box will not, by itself, reduce the $12.99 subscription price or automatically include an Apple TV+ membership.
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When an Apple TV 4K makes sense
An Apple TV 4K can still be a sensible optional purchase if your television does not support the app, your current platform has a poor interface, or you want a dedicated device for streaming. It is a viewing convenience and hardware upgrade—not a solution to the subscription price increase.
Apple’s setup guidance says an Apple TV requires a television or display with an HDMI port, an HDMI cable, power, and an internet connection. For 4K HDR viewing, Apple specifies an HDMI 2.0-or-later cable and a compatible 4K/HDR display. Apple also notes that Ethernet is not available on the third-generation Wi-Fi model, so wired-network plans depend on the specific Apple TV model.
Basic Apple TV 4K setup checklist
- Confirm that the television or display has an available HDMI port.
- Use an HDMI 2.0-or-later cable for 4K HDR output, along with a compatible display.
- Connect the device to power and join it to Wi-Fi, or connect Ethernet if the model has an Ethernet port.
- Sign in with the Apple Account used for the Apple TV subscription.
- Complete the on-screen setup and open the Apple TV app.
For connection requirements and model-specific limitations, consult Apple’s Apple TV 4K setup documentation. If a cable or wired network connection is needed, buy the appropriate HDMI cable for Apple TV 4K or Ethernet cable separately; neither accessory is required when your existing setup already meets the device’s requirements.
Bottom line for subscribers
The headline is accurate only with the right qualification: Apple raised the U.S. standalone monthly Apple TV+ price by about 30%, from $9.99 to $12.99, on August 21, 2025. Check your next renewal price rather than assuming the change happened for every customer at once. If you expect a full year of use, compare the reported $99.99 annual offer; if you already use several Apple services, calculate Apple One’s value; and if you only want a particular show, consider subscribing selectively.
Finally, do not buy an Apple TV 4K just to remain subscribed. The service works on supported smart TVs and streaming devices, while the box is an optional way to improve or simplify the viewing experience.
Prices and plan availability can change. The dollar amounts in this article refer primarily to U.S. pricing and should be verified in the reader’s Apple account before purchase or plan changes.
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Frequently Asked Questions
How much did Apple TV+ increase?
The U.S. standalone monthly Apple TV+ price rose from $9.99 to $12.99 on August 21, 2025. That is a $3 increase, or approximately 30%.
When does the Apple TV+ price increase affect existing subscribers?
New subscribers paid $12.99 when the increase took effect. Existing subscribers were told the higher price would begin 30 days after their next renewal date, so each customer’s timing can differ.
Do I need an Apple TV 4K to watch Apple TV+?
No. Apple TV+ is available through the Apple TV app on supported smart TVs, streaming devices, iPhone, iPad, Mac, and other supported platforms. Apple TV 4K hardware is optional.
Is the Apple TV+ annual plan cheaper than monthly billing?
Reports at the time of the increase said the U.S. annual plan remained $99.99, which is cheaper than twelve $12.99 monthly payments. Check the current offer in your account before switching because prices and availability can change.
The Bottom Line
Bottom line: The U.S. standalone Apple TV+ monthly plan rose from $9.99 to $12.99 on August 21, 2025—approximately 30%. Existing subscribers should check their next renewal price. Compare the reported $99.99 annual plan or Apple One only if their terms fit, and remember that an Apple TV 4K is optional because the service also works on supported smart TVs and streaming devices.
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