Apple TV+ just got more expensive. Again.

Christina Buff

Updated Fri, August 22, 2025 at 3:25 PM UTC

hands holding phone with Apple TV+ on screen - Getty Images / NurPhoto

Another day, another streaming service inflating its costs. Last month, it was Peacock . This time around, Apple TV+ is bumping up its price by 30 percent.

Effective immediately for new U.S. subscribers, Apple is increasing the monthly price of its streaming service from $9.99 to $12.99. Existing Apple TV+ subscribers will see the higher prices reflected on their bill within 30 days of their next renewal date.

Apple TV+ cost only $4.99 per month when it first launched in 2019. Those days are long gone. In 2022, the streamer announced its first price hike to $6.99 per month. A year later, the price jumped to $9.99 per month , effectively making it double the price it was at launch . Now, at $12.99 per month, it's almost three times the original price.

The news comes after a report earlier this year concluded that not only is Apple TV+ the only Apple subscription that isn't genrating a profit, but it's actually losing over $1 billion each year. It's hardly surprising, though, knowing that the streamer features virtually an all-original lineup filled with Emmy-winners like Ted Lasso and The Morning Show and Oscar-winners and nominees like CODA and Killers of the Flower Moon . The price hike also mirrors other recent increases from services like Peacock and Netflix .

It's not all bad news, though. The price of annual Apple TV+ subscriptions will remain the same at $99. Likewise, the price hike won't affect the Apple One bundles, which start at $19.95 per month. New and returning subscribers can still score a free trial to the service. Plus, there are a few ways you can sign up for a discounted rate (maybe even free).

How to save on an Apple TV+ subscription

With the annual cost of Apple TV+ remaining the same, you'll save about 36% on your subscription. You'll have to pay the $99 subscription fee up front, but that ultimately breaks down to just $8.25 per month instead of $12.99. That's totally worth it in our opinion. To switch to an annual plan, go to Settings > [your Apple account name] > Subscriptions > Apple TV+ > See All Plans. From there, select the $99 per year plan and save about $56 total.

Check out Yahoo's latest streaming advice, based on hands-on testing.

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