Apple TV+ Raises Prices by a Massive Percentage and Fans Are Losing It
Apple TV+ is raising its monthly subscription price, and fans are not happy. The streaming service will now cost $12.99 per month in the U.S., up from $9.99, a 30 percent increase.
The new rate goes into effect today, Thursday, August 21, 2025, for new subscribers, while existing users will see their bills updated within 30 days.
According to a statement from Apple shared with The Hollywood Reporter, “select international markets” will also see a price increase. The $99.99 annual subscription remains the same, as does the Apple One bundle, which starts at $19.95 per month.
Apple TV+ continues to stand out as the only major streaming service without an ad-supported option. The last price increase was in October 2023, another $3 monthly jump. Interestingly, this announcement came just a day after Apple TV+ released the first trailer for season four of one of its top original shows, The Morning Show.
At the same time, reports suggest Apple may not renew its Friday Night Baseball deal with Major League Baseball, which could shift to NBCUniversal/Peacock. The timing has sparked a lot of conversation online.
Apple TV+ is increasing its monthly subscription price by 30% to $12.99/month pic.twitter.com/lXck9isQ0M
— DiscussingFilm (@DiscussingFilm) August 21, 2025
Fans quickly took to social media to voice their reactions. Many were shocked, with some pointing out how low the price used to be.
One viewer said, “Crazy to think it used to be $4.99 at one point.” Another admitted, “I have Apple One Premier which includes Apple TV. I don’t think I’ve opened that app in like 2 years.”
Others joked about forgetting they were even paying for it: “50%+ of subscribers have to be people who got a free year with new Apple device and forgot to cancel after the trial was up. I forgot I was paying for it!”
Some users were less forgiving about the value: “Looks like I’m cancelling this. $12.99 to watch content I already forgot about. Your 100 subscribers are going to be pissed.” However, others defended the platform, praising the quality of its content.
One fan wrote, “I‘m thankful Apple TV Plus exists. They might not have that many shows and movies but the quality is insane. So many gems. Hope Apple will continue funding unique projects and giving the creators as much creative freedom as they do.”
The price hike has stirred a mix of outrage, nostalgia, and cautious optimism among viewers. As Apple TV+ continues to expand its library of originals, it remains to be seen how this new pricing will affect its subscriber base.
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