In a surprise month, Apple has just added $3 to the monthly cost of its Apple TV+ streaming service. The price increase jacks the price of a subscription up to $12.99 a month.
As the price increase takes effect from today (Aug. 21) for new subscribers, anyone now attempting to sign up for the streaming service will be paying the higher price immediately following their free trial.
As is typically the case with streaming price increases, Apple is giving existing Apple TV+ subscribers a 30-day grace period. As a result, existing Apple TV+ subscribers can expect their price to increase on or after Sept. 21, 2025.
This marks the third major price increase in the history of Apple TV+. After initially jumping from $4.99 to $6.99 a month in 2022, Apple added another $3 in 2023, taking the price up to $9.99 a month.
Now, with another $3 being added to the price, the monthly cost of an Apple TV+ subscription has increased $6 since October 2023, and has almost tripled since October 2022.
Apple TV+ continues to operate as an ad-free streaming service, and when taking into account the fact there are no ads, the new price does bring the cost in line with ad-free plans available from other streaming services.
Of course, when also taking into account the more limited library, as well as the fact there is no cheaper ad-supported tier available, this price increase is likely to feel more impacting than price increases by other streaming services.
In addition to increasing in price in the U.S., Apple also confirmed that the price will increase in some international markets as well.
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