Apple on Thursday introduced that the month-to-month payment for its Apple TV+ video streaming service is now $12.99 within the U.S., up from the earlier $9.99. The payment within the U.Okay. is £9.99, and annual Apple TV+ subscriptions and Apple One (which incorporates Apple TV+) stay unchanged.
The worth enhance is efficient instantly for brand new subscribers, although some areas of the Apple TV+ web site nonetheless present the $9.99 per thirty days fee. Present subscribers will proceed on the $9.99 fee till it’s time to resume, at which level the $12.99 fee will take impact 30 days after.
“Since its launch, Apple TV+ has expanded its deep library of lots of of Apple Originals, with hundreds of hours of premium programming throughout genres and brand-new releases weekly–all ad-free,” Apple mentioned in an announcement. “Subscribers can discover a wealthy providing of thrilling dramas, epic sci-fi, feel-good comedies, and stay sports activities.” Apple racked up some 80 Emmy nominations this yr, together with 27 for its viral hit “Severance.”
The final time the Apple TV+ worth elevated was in October 2023, when Apple TV+ went from $6.99 to $9.99. At the moment, Apple Arcade, Apple Information+, and Apple One additionally had will increase, however these costs usually are not altering at the moment.
For comparability, Netflix is $7.99, Amazon Prime Video is $8.99, and Disney+ with Hulu is $10.99 per thirty days with adverts. Apple TV+ continues to be commercial-free and cheaper than these companies’ ad-free tiers.
A report final March by The Data acknowledged that Apple TV+ loses $1 billion per yr, however its subscriber numbers have steadily grown. In Apple’s quarterly monetary studies over the previous few years, the corporate’s Providers division (which incorporates Apple TV+) has been a significant income supply, second solely to the iPhone. Nevertheless, Apple has not publicly acknowledged how a lot Apple TV+ contributes to Providers income. For the third quarter of 2025, Providers income was $27 billion, up from $24 billion in the identical quarter of 2024.
