Apple today announced that the monthly price of Apple TV+ is rising in the United States and some international markets. From today, the monthly subscription will cost $12.99, up from $9.99.
Existing subscribers will see the price change 30 days after the next renewal date. The pricing for yearly TV+ subscriptions and the Apple One services bundle remains unchanged.
In a statement, Apple said that Apple TV+ has expanded its deep library of originals since launch, and that Apple One is the “the easiest way to enjoy all of Apple’s subscription services in one plan at the best value.” As before, a single subscription can be shared with up to six people through Family Sharing.
The popularity of Apple TV+ as a service remains unclear, with Apple reticent to share firm numbers. On the limited visibility we do have, it does seem to be growing well, however.
For instance, we have seen Severance viewership explode this year off the back of season two premiere, with it reaching number 5 on the Nielsen US streaming chart. In the company’s most recent earnings call, it also said that overall TV+ viewership rose “strong double digits year over year”.
Apple is also riding high on its recent awards recognition successes, with Severance and The Studio topping the tables for Emmy nominations this year. (We’ll find out how many of those nominations convert to wins in a couple of weeks time, on September 15.)
The company reiterated that unlike others in the streaming space, Apple TV+ has only one tier (with 4K HDR and Spatial Audio quality) and remains entirely ad-free.
Throughout the rest of 2025, Apple has packed its slate with new releases weekly including popular hits The Morning Show season four on September 17, and Slow Horses on September 24. Breaking Bad creator’s highly-anticipated new series Pluribus lands on November 7, as well as new movies including Highest 2 Lowest and The Lost Bus.
Check out everything coming to Apple TV+ in our comprehensive release schedule guide.