Apple TV+ Price Hike Details

On Thursday, August 21, Apple implemented a 30% increase in the price of Apple TV+. The streaming service’s monthly fee is now $12.99 in the U.S., up from $9.99.

• Effective date: August 21, 2025

• Who is affected: New subscribers immediately; existing subscribers see the change at their next renewal within 30 days.

• International markets: Price adjustments rolled out simultaneously in the U.K. (£8.99 → £9.99), Australia (AUD 12.99 → AUD 15.99), and other countries.

• Annual plan: Remains $99 in the U.S. (≈ $8.25/month), unchanged.

• Apple One bundles: Also unaffected.

Apple’s Strategy

Apple has been investing heavily in original programming while absorbing reported losses of over $1 billion annually on the service. By raising the ad-free subscription cost, Apple is positioning Apple TV+ closer to rivals like Netflix and Disney+.

At the same time, Apple is testing retention levers. Subscribers attempting to cancel after the hike have reported receiving discounted offers (two months at $5.99) — an incentive designed to soften churn. Analysts also note the move could be laying the groundwork for a lower-priced, ad-supported tier in the future.

INSIDER TAKE

Apple’s global price hike underscores the growing pressure on streaming economics. Even Apple, with vast resources, can’t indefinitely subsidize premium, ad-free programming.

This playbook is instructive for subscription executives:

• Anchor pricing high, hold value options steady. Apple left its $99 annual plan and Apple One bundles untouched, effectively nudging subscribers toward stickier, higher-LTV commitments.

• Soften churn with targeted offers. The two-month discount is a data-driven tactic to retain at-risk users.

• Build room for a hybrid model. Raising the ceiling now makes space for an ad-supported entry point later.

For subscription leaders, Apple’s strategy illustrates how to balance pricing power, retention, and future monetization flexibility in a competitive market.