Apple on Thursday announced that the monthly fee for its Apple TV+ video streaming service is now $12.99 in the U.S., up from the previous $9.99. The fee in the U.K. is £9.99, and annual Apple TV+ subscriptions and Apple One (which includes Apple TV+) remain unchanged.
The price increase is effective immediately for new subscribers, though some areas of the Apple TV+ website still show the $9.99 per month rate. Current subscribers will continue at the $9.99 rate until it’s time to renew, at which point the $12.99 rate will take effect 30 days after.
“Since its launch, Apple TV+ has expanded its deep library of hundreds of Apple Originals, with thousands of hours of premium programming across genres and brand-new releases weekly–all ad-free,” Apple said in a statement. “Subscribers can explore a rich offering of thrilling dramas, epic sci-fi, feel-good comedies, and live sports.” Apple racked up some 80 Emmy nominations this year, including 27 for its viral hit “Severance.”
The last time the Apple TV+ price increased was in October 2023, when Apple TV+ went from $6.99 to $9.99. At that time, Apple Arcade, Apple News+, and Apple One also had increases, but those prices are not changing at this time.
For comparison, Netflix is $7.99, Amazon Prime Video is $8.99, and Disney+ with Hulu is $10.99 per month with ads. Apple TV+ is still commercial-free and cheaper than those services’ ad-free tiers.
A report last March by The Information stated that Apple TV+ loses $1 billion per year, but its subscriber numbers have steadily grown. In Apple’s quarterly financial reports over the past few years, the company’s Services division (which includes Apple TV+) has been a major revenue source, second only to the iPhone. However, Apple has not publicly stated how much Apple TV+ contributes to Services revenue. For the third quarter of 2025, Services revenue was $27 billion, up from $24 billion in the same quarter of 2024.
Author: Roman Loyola, Senior Editor, Macworld
Roman is a Macworld Senior Editor with over 30 years of experience covering the tech industry, focusing on the Mac and other products in the Apple ecosystem. He is also the host of the Macworld Podcast. His career started at MacUser, where he received Apple certification as a repair technician (when Apple did that kind of thing). He's also worked for MacAddict, MacLife, and TechTV.