Apple TV+ just got 30% pricier—here’s what you need to know

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Apple TV+ subscribers are facing their wallets getting lighter again, with the streaming service bumping its monthly fee from $9.99 to $12.99 — a hefty 30% increase that takes effect immediately for new users.

Existing subscribers will see the new pricing kick in one month after their next billing cycle, marking the latest price adjustment for Apple’s premium streaming platform.

The price bump puts Apple TV+ squarely in premium streaming territory, though the company argues the increase reflects significant improvements in both content volume and quality.

Since launching at $4.99 monthly in 2019, the service has steadily built a reputation for high-production value originals that consistently earn critical acclaim and industry awards.

Apple’s strategy differs markedly from competitors like Netflix or Disney+, which focus on content volume.

Instead, Apple TV+ has cultivated a smaller but more curated library of prestige programming. Shows like “Ted Lasso” swept the Emmys, while “Severance” became a cultural phenomenon and “The Morning Show” attracted A-list talent like Jennifer Aniston and Reese Witherspoon.

The timing aligns with broader streaming industry trends, as platforms across the board have raised prices while competing for subscriber attention and premium content deals.

Apple’s approach of gradual, substantial increases — rather than frequent small bumps — signals confidence in its content strategy and subscriber loyalty.

New subscribers face the $12.99 rate starting today, while current users have roughly 30 days from their next billing date before the increase hits their accounts.

This grace period gives existing subscribers time to decide whether Apple’s premium content justifies the higher cost.

Why it matters: The price hike tests whether Apple TV+ can retain subscribers based purely on content quality rather than competitive pricing, potentially setting a new benchmark for premium streaming services in an increasingly crowded market.

We want to hear from you! Are you sticking with Apple TV+ despite the price hike, or is this the final straw? Drop a comment below with your thoughts

Kevin Raposo

Kevin is KnowTechie's founder and executive editor. With over 15 years of blogging experience in the tech industry, Kevin has transformed what was once a passion project into a full-blown tech news publication. Shoot him an email at kevin@knowtechie.com.