Apple TV+ Now Costs $10 a Month, Doubling In Price In One Year

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The cost of an Apple TV+ subscription has now increased to $9.99 a month, resulting in a $3 monthly price increase. Considering the price only rose from $4.99 to $6.99 a month in October of last year, the cost of a subscription had doubled in just one year.


With the 2023 price increase having already gone into effect, those signing up to Apple’s streaming service from today will begin paying the new, higher rate as soon as their free trial comes to an end. Likewise, existing subscribers should expect to see the price of their plan increase when their next month’s billing cycle ends.

As is typically the case with price increases, the rise in the cost of the monthly plan has also resulted in an annual plan price increase as well. As a result, the Apple TV+ annual plan now costs $99 a year, up $30 from the old $69 a year rate. At the new yearly subscription price, the cost of a subscription breaks down to around $8.25 a month on average.


For those heavily invested in Apple’s services ecosystem, it is also worth noting that Apple TV+ is only one of a number of price increases announced today.

Here’s the full list of changes:

  • Apple Arcade: $6.99 a month (up from $4.99)
  • Apple News+: $12.99 a month(up from $9.99)
  • Apple TV+: $9.99 a month (up from $6.99)
  • Apple One
    • Individual: $19.95 a month (up from $16.95)
    • Family: $25.95 a month (up from $22.95)
    • Premier: $37.95 a month (up from $32.95)

In terms of why this is happening, it is just a sign of the times. From Max in January of this year to Netflix earlier this month, most, if not all, of the major streaming services have increased their prices throughout 2023.

As a reminder, it is possible to get Apple TV+ for free for 3 months when purchasing an Apple device and redeeming the offer within 90 days. Likewise, there are usually other extended Apple TV+ free trials offers available throughout the year which can help to reduce the cost for new subscribers during the initial months.

John Finn

By John Finn

John started Streaming Better to help consumers navigate the live TV streaming and subscription service landscape. John has been editing and writing about technology and streaming for online publications since 2014, and believes the best streaming approach is to rotate between services as needed.

John's preferred live TV streaming service right now is YouTube TV although he does tend to switch live TV services multiple times each year to keep up to date with their changes. Outside of live TV, John also actively streams HBO Max (for the shows), Peacock (for Premier League), and Paramount Plus (for Champion's League). However, John is also currently subscribed to Apple TV+, Discovery+, Hulu, Starz, Showtime, and Shudder.

Contact John via email at or say hi on Twitter

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