Apple has raised the monthly price of Apple TV+ in the United States to $12.99, a $3 increase that takes effect immediately for new subscribers. Existing subscribers will see the higher rate within 30 days after their next renewal. The annual plan remains $99 and Apple One bundle pricing is unchanged for now.
The change follows Apple’s gradual repositioning of TV+ as a premium, ad free service built around original films, series, live sports, and weekly releases. Since debuting at $4.99 in 2019, TV+ saw hikes in 2022 and 2023 before today’s move, which lifts the base month to month cost by about 30 percent. Apple says Family Sharing still allows up to six users per subscription.
Apple is also adjusting pricing in select international markets in local currency. Exact amounts vary by region and storefront, but the pattern mirrors the US shift to a higher default monthly rate. For most customers outside the US, the annual plan and Apple One bundles remain the best ways to keep costs predictable without switching services.
For current subscribers, the timing matters. If your billing date is, for example, September 10, the new rate will appear on a bill generated within the 30 day window that follows your next renewal. New sign ups pay the new rate right away. Apple has not introduced an ad supported tier, so the value proposition continues to hinge on an expanding catalog and higher production budgets rather than subsidized pricing.
The ripple effects extend beyond individual viewers. Apple One still starts at $19.95 per month in the US and consolidates TV+, Music, Arcade, iCloud, Fitness+, and News+. That bundle can offset the TV+ increase for households already inside Apple’s services ecosystem. For students, the Apple Music Student plan continues to include TV+ at no additional cost, which preserves one of the few discounted entry points into the service.
Price moves like this are increasingly common across streaming. Netflix, Disney+, Peacock, and others have raised rates repeatedly while experimenting with bundles and regional promos. Apple’s approach is more conservative on tiers but aggressive on content positioning, betting that hit series, marquee films, and sports like Major League Soccer’s Season Pass will sustain perceived value. If you are price sensitive, switching to the yearly TV+ plan or consolidating through Apple One can soften the impact without losing access.
For readers in international markets, check the Apple TV app or regional Apple website to confirm local pricing and tax inclusive adjustments. In most cases, Apple applies changes automatically and communicates them via email and push notifications before the first rebill at the new rate. If you are on a device trial or promotional offer, the new pricing typically starts after that period ends, not mid promotion.
