Apple TV+ has increased its monthly subscription fee to $13, up $3 from $10, effective immediately for new subscribers in the US and select international markets as of August 22, 2025. The move, the third price hike since the service’s 2019 launch, has sparked debates among users about its value.
Why the Price Increase?
Apple attributes the price adjustment to its growing library of ad-free, high-quality original content, available in 4K Dolby Vision with Dolby Atmos audio. Hit shows like Severance, Slow Horses, Silo, Ted Lasso, and The Morning Show have built a strong following, with upcoming titles like Pluribus (from Breaking Bad’s creator) and F1 The Movie adding to the appeal.
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- New price: $13/month for new subscribers.
- Existing subscribers: Higher rate applies at next billing cycle.
- Annual plan: Stays at $99/year, offering minor savings.
- Content focus: Ad-free originals, weekly releases, and live sports.
Apple told Variety, “Our expanded library now offers thousands of hours of premium programming across genres, from gripping dramas to lighthearted comedies, all in top-tier quality without ads.” This positions Apple TV+ as a premium streaming option in a competitive market.
A History of Price Hikes
Since its debut in 2019 at $5/month with a limited catalog, Apple TV+ has steadily raised prices:
- 2020: Increased to $7/month as content grew.
- 2023: Rose to $10/month with more originals.
- 2025: Now $13/month, citing a richer library.
This latest increase, coming less than two years after the 2023 adjustment, has some subscribers questioning affordability. The unchanged $99 annual plan offers about two months’ savings over the monthly rate, but critics argue the content must keep pace to justify the cost.
Subscriber Reactions and Industry Context
The price hike has divided users. Some praise the ad-free experience and high production quality, while others feel $13 is steep compared to competitors like Netflix or Disney+. Posts on X reflect the split:
- “$13 for Apple TV+? Great shows, but I might cancel.”
- “Ad-free and 4K? Still a better deal than ad-filled platforms.”
Price increases are common in the streaming industry as platforms invest in originals to stand out. Apple TV+’s ad-free model remains a draw for viewers tired of ad-supported tiers elsewhere.
What’s Next for Apple TV+?
Apple is doubling down on originals, with Pluribus and F1 The Movie set to debut soon, alongside plans to expand live sports. However, with this price hike, retaining subscribers will depend on consistently delivering must-watch content. For more details, visit Apple’s official site.
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