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

Apple has increased the monthly subscription price for its streaming service, Apple TV+, to $12.99 in the U.S. and other countries starting Thursday. This price hike marks the third increase in three years and is part of a broader trend among streaming services raising costs to support content creation and investment returns. Current subscribers will see the new price applied 30 days after their next renewal date, while new subscribers will pay $12.99 monthly following a seven-day trial period. The annual subscription price remains unchanged.

This is Apple TV+’s first price increase since 2023. At that time, the monthly subscription rose to around $9.99 from $6.99, following a previous increase in 2022 from $4.99. The service is one of Apple’s most popular offerings, though Apple does not publicly disclose its viewership figures. According to a report by The Information earlier this year, Apple TV+ loses over $1 billion annually, despite its subscriber base approaching 45 million. The reported losses highlight the financial challenges of maintaining a high-quality streaming platform while growing subscriptions in a competitive market.

Apple’s price increase aligns with broader trends in the streaming industry. Other major platforms, such as Netflix and NBCUniversal’s Peacock, have raised their subscription fees this year. Additionally, music streaming services like Spotify have increased prices across multiple markets to fund content development, infrastructure, and shareholder returns. These hikes reflect a broader effort by streaming companies to balance growing operational costs with continued investment in original content, technology, and global expansion.

Earlier in the year, Apple expanded its streaming service to Android devices, signaling the company’s interest in widening its user base beyond the Apple ecosystem. This move could attract new subscribers worldwide, providing additional revenue streams and increasing market penetration. By making Apple TV+ available on non-Apple devices, the company demonstrates its strategy to compete more aggressively with other global streaming services, which are increasingly accessible across multiple platforms and operating systems.

The subscription price adjustment follows Apple’s ongoing efforts to monetize its streaming service while maintaining its position in the crowded streaming landscape. The company continues to invest in original content, including award-winning shows, documentaries, and theatrical releases, with a view to enhancing its subscriber retention and attracting new audiences. Apple TV+ has benefited from high-profile launches and critically acclaimed productions, which help distinguish the service from competitors in a crowded market.

In addition to pricing adjustments, Apple has leveraged its ecosystem and brand reputation to expand its streaming footprint. With Apple TV+ available on multiple platforms, integrated with Apple devices, and supported by a growing library of exclusive content, the service aims to combine accessibility with quality programming to remain competitive. The recent price increase is a strategic move to ensure sustainable growth, support ongoing content production, and maintain profitability while expanding the service globally.

Overall, Apple TV+ continues to navigate the challenges of a competitive streaming environment, balancing subscriber growth, content investment, and profitability. By raising subscription prices, expanding platform accessibility, and producing high-quality content, Apple is positioning Apple TV+ to remain a major player in the global streaming market while adapting to evolving consumer expectations and industry trends.