Apple TV+ is once again increasing its price, up $3 from $10 to $13 per month. It comes less than two years after the last price increase in October 2023.
The price increase was announced this week for the US and select international markets, effective immediately for new subscribers.
Existing subscribers will have to pay the higher price on their next renewal.
Quality content, ad-free
Apple TV+ said that the higher price reflects that it now offers a deep library of quality content, which is all presented ad-free.
- "Since its launch, Apple TV+ has expanded its deep library of hundreds of Apple Originals, with thousands of hours of premium programming across genres and brand-new releases weekly — all ad-free," Apple said in a statement to Variety. "Subscribers can explore a rich offering of thrilling dramas, epic sci-fi, feel-good comedies, and live sports."
The annual price remains the same at $99.
All content is available in 4K Dolby Vision with Dolby Atmos audio.
The service offers hit shows such as Severance, Slow Horses, Silo, Ted Lasso, and The Morning Show. It will soon debut Pluribus from the creator of Breaking Bad and F1 The Movie.
Third price increase
Apple TV+ launched in 2019 with a minimal selection of content at a $5 monthly price. In 2020, the price was raised to $7 per month.
In October 2023, Apple raised the price to $10 per month, and now, in August 2025, it is raising the price again to $13 per month.
- Source: Apple via Variety
