Apple TV will be raising subscription prices
Apple TV+ is raising its subscription price again: the monthly plan in the United States is increasing from $9.99 to $12.99, while Apple’s annual Apple TV+ plan and Apple One bundle pricing are not changing, according to TechCrunch. The change means new subscribers pay the higher rate immediately, while existing subscribers will see it after their next renewal cycle.
The monthly price increase is the direct reason subscribers will pay more
The clearest change is the monthly Apple TV+ subscription moving to $12.99 in the U.S. That is a $3 increase from the previous $9.99 monthly price, and it marks another step up for a service that launched in 2019 at $4.99 per month.
Apple TV+ has now moved through several price points in a relatively short period. The service rose to $6.99 in 2022, then to $9.99 in 2023, and now to $12.99 for monthly subscribers. For customers who pay month to month, the cost has more than doubled since launch.
Existing subscribers are affected, but not all at the same moment
The higher price applies immediately to new Apple TV+ subscribers. Existing subscribers do not all see the increase on the same day; instead, the new rate is applied after their next renewal period, giving current users a short delay before the higher charge appears.
This timing matters because streaming services often use staggered billing cycles. A subscriber who recently renewed may have more time before paying the new amount than someone whose renewal date is close. The practical outcome is the same, however: monthly Apple TV+ subscribers are being moved to the higher price.
The annual plan staying unchanged creates a clear price gap
Apple is not changing the annual Apple TV+ plan, which remains $99.99 per year, according to the reported pricing. That makes the annual option cheaper than paying the new $12.99 monthly rate for 12 months.
At the new monthly price, a full year of month-to-month Apple TV+ costs $155.88 before taxes. Compared with the unchanged $99.99 annual plan, the difference is significant for subscribers who expect to keep the service for most of the year.
Apple One pricing remaining unchanged limits the increase for bundle users
The price rise does not apply in the same way to Apple One, Apple’s bundle that combines services such as Apple TV+, Apple Music, Apple Arcade, and iCloud storage. TechCrunch reports that Apple One pricing is not changing as part of this Apple TV+ increase.
That distinction is important because it separates standalone Apple TV+ subscribers from customers paying through a broader Apple services package. A user who subscribes only to Apple TV+ faces the direct monthly increase, while an Apple One subscriber does not see a bundle price change from this announcement.
The increase fits Apple’s shift from launch pricing to a higher-cost streaming service
Apple TV+ entered the streaming market with a low launch price and a smaller catalog than older rivals. Since then, Apple has expanded the service with original series, films, sports-related programming, and licensing moves, while also raising the monthly subscription price.
The latest increase shows that Apple is no longer pricing Apple TV+ as a low-cost add-on in the same way it did at launch. For subscribers, the practical question is now less about the original $4.99 offer and more about whether the current Apple TV+ catalog justifies $12.99 per month compared with annual billing or Apple One.
The answer for subscribers is simple: monthly Apple TV+ is becoming more expensive
The price change is not a rumor or a broad industry prediction. It is a specific increase to the standalone monthly Apple TV+ subscription, with the U.S. price moving from $9.99 to $12.99. Annual Apple TV+ and Apple One pricing remain the main exceptions reported alongside the change.
For anyone paying month to month, the conclusion is straightforward. Apple TV+ will cost more unless the subscriber switches to an unchanged annual plan, uses Apple One, cancels, or pauses the service between shows.
