Apple TV+ Raises Subscription Prices for Third Time in Three Years

Apple has raised its Apple TV+ monthly subscription to $12.99 in the U.S. and other countries, effective Thursday, marking the third price hike in three years. Current subscribers will see the increase 30 days after their next renewal, while new subscribers pay after a seven-day trial. The annual subscription remains unchanged. This is Apple TV+’s first price rise since 2023, following earlier hikes in 2022 and 2023. The service, though popular, reportedly loses over $1 billion annually despite 45 million subscribers. Apple joins other streaming services like Netflix, Peacock, and Spotify in raising prices to support content and investments.