Apple TV+ subscription price set to rise 30%, marking its third increase in three years

Apple has raised the monthly price of its Apple TV streaming service in the United States from $9.99 to $12.99, a 30% increase. The new rate applies immediately for new subscribers, while existing users will see the change 30 days after their next renewal.

Annual Apple TV+ subscriptions remain unchanged, as does the Apple One bundle that combines multiple Apple services. A single subscription can still be shared with up to six people through Family Sharing.

Apple highlighted the growth of Apple TV+’s catalog of original films and shows, noting it continues to offer one ad-free tier with 4K HDR and Spatial Audio. Subscriber figures were not disclosed, though reports suggest steady growth. Other major streaming services like Netflix and Disney+ have also raised prices in recent years.