Apple TV Plus increases subscription price for first time in two years, sparking criticism

Apple TV Plus has announced its first price rise in nearly two years, increasing the monthly subscription fee by 30 per cent. The cost for US subscribers is now $12.99 per month, up from $9.99.

The new price applies to all new subscribers starting August 21 2025, while existing customers will see the increase within 30 days of their next billing cycle. This marks the second rise since October 2023, when the service moved from $6.99 to $9.99 per month.

In a statement shared via Variety, Apple said: “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. Subscribers can explore a rich offering of thrilling dramas, epic sci-fi, feel-good comedies, and live sports.”

The company also highlighted its upcoming slate, which includes The Morning Show season four, Slow Horses season five, Highest 2 Lowest, The Lost Bus, and the highly anticipated Severance season three.

Reports earlier this year suggested Apple’s streaming arm may lose around $1 billion annually, although the company has not confirmed these figures.

Reaction to the announcement has been critical among some viewers. On social media, one subscriber commented: “I’ll die on this hill but if you own an iPhone then Apple TV and Apple Music should be free.” Another said: “Severance is the only good show there, why are they increasing?”

Others voiced frustration at the broader trend of rising subscription costs across streaming platforms. One viewer remarked, “Let’s have some content budget controls in place, then maybe Apple won’t need to do this. It’s not like they need the money.”

The price rise keeps Apple TV Plus ad-free, but its value compared to competitors will likely remain a point of debate among subscribers.