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Apple TV+ Price Hikes & Price History (2026)
Updated May 30, 2026 · Researched & fact-checked by Shaheer
Apple TV+ launched at $4.99 and has climbed to $12.99: up to $9.99 in October 2023 and to $12.99 in August 2025, more than a 2.5x rise from launch.
At a glance
- Current price
- $12.99 (Monthly)
- Last increase
- August 21, 2025 (+30%)
- Total change tracked
- +85.8%
- Tracked increases
- 2
Key takeaways
- Apple TV+ launched at $4.99 and has climbed to $12.99, up to $9.99 (October 2023) then $12.99 (August 2025).
- That is more than a 2.5x increase from its launch price in under six years.
- The annual plan ($99.99) offers the lowest effective monthly cost.
- The Apple One bundle can absorb the cost if you also pay for iCloud, Music or Arcade.
Apple TV+ price increase history
| Date | Plan | Region | Old → New | Change | Source |
|---|---|---|---|---|---|
| August 21, 2025 | Monthly | US | $9.99 → $12.99 | +30% | Source |
| October 25, 2023 | Monthly | US | $6.99 → $9.99 | +42.9% | Source |
What Apple TV+ costs right now
- Monthly: $12.99 (US)
- Annual: $99.99 (US)
How much has Apple TV+ gone up?
Apple TV+ launched in 2019 at an aggressive $4.99/month. It has since risen to $9.99 in October 2023 and $12.99 in August 2025, more than 2.5x the launch price in under six years, the steepest proportional climb among major streamers even though the dollar amounts are smaller.
Apple kept the price low early to build a subscriber base around a small slate of originals; as the catalogue grew and after high-profile hits, it moved the price toward parity with rivals. The annual plan at $99.99 remains the cheapest route per month.
Apple bills many subscribers through bundled trials and Apple One, so a standalone increase can be easy to overlook. Logging your actual charge flags the change immediately.
On cost, the two levers are the annual plan and the Apple One bundle. At $99.99 a year the annual option is the equivalent of roughly $8.33 a month, well below the $12.99 monthly rate, so heavy viewers save by paying yearly. If you already pay Apple for iCloud storage, Apple Music or Arcade, the Apple One bundle folds TV+ in and can be cheaper than the services bought separately. Because Apple TV+ has no ad-supported tier to fall back on, those bundles are the main way to soften each increase.
Frequently asked questions
Did Apple TV+ raise its price in 2025?
Yes. In August 2025 Apple TV+ rose from $9.99 to $12.99/month in the US, its second increase, after going from $6.99 to $9.99 in 2023.
How much does Apple TV+ cost now?
As of 2026, Apple TV+ is $12.99/month or $99.99/year in the US.
How much has Apple TV+ gone up since launch?
Apple TV+ launched at $4.99/month in 2019 and is now $12.99/month, more than a 2.5x increase.
How can I pay less for Apple TV+?
Pay annually ($99.99/year, about $8.33/month, versus $12.99 monthly) or get it through the Apple One bundle if you also use iCloud, Apple Music or Arcade. There is no ad-supported tier.
Does Apple TV+ have an ad-supported plan?
No. Unlike Netflix, Disney+ and others, Apple TV+ has no cheaper ad-supported tier, so the annual plan and Apple One bundle are the only ways to lower the cost.