Apple TV+ Announces Another Subscription Price Hike as Streaming Costs Continue to Climb
Apple TV+ has become the latest streaming service to adjust its pricing model, announcing a price increase for both monthly and annual subscribers in the United States. Effective August 28, the platform will implement these changes for both new members and existing customers.
The cost of a standard monthly subscription is set to rise from $12.99 to $14.99. Meanwhile, the annual plan will see a more significant jump, moving from $99.00 to $119.00. For existing subscribers, Apple has committed to providing notification approximately one month before the new billing cycle takes effect at the increased rate.
In addition to the standalone streaming service, Apple is also bumping the price of its “Individual” tier of Apple One—the bundle that combines several of the tech giant’s subscription services. That package will now cost $21.95 per month, up from $19.95.
A Pattern of Industry-Wide Increases
This adjustment marks the second year in a row that Apple has increased its streaming costs. In August 2025, the company implemented a 30% price hike, moving the monthly rate from $9.99 to $12.99. While the monthly cost rose last year, the annual rate remained stagnant at $99.99 until this current announcement.
The decision arrives as part of a broader trend across the media landscape. Earlier this month, Peacock also moved to raise rates across its subscription plans, continuing a multi-year trend of streamers pushing for higher average revenue per user to offset the heavy costs of original content production.
Balancing Viewership Growth and Profitability
The price adjustments come at a time when Apple TV+ is experiencing significant momentum in terms of content engagement. During an earnings call in July, Apple executives reported that platform viewership hit an all-time high during the June quarter. While the company famously does not disclose specific subscriber counts or individual streaming revenue figures, the platform remains a cornerstone of Apple’s services division, which saw revenue climb 12% to $30.7 billion during the same period.
The streamer’s current output has garnered critical and audience acclaim, evidenced by a robust showing of 87 Emmy nominations this year. High-profile hits such as Severance, Slow Horses, and Shrinking—along with newer additions like The Studio, Pluribus, and Margo’s Got Money Troubles—have helped cement the platform’s reputation for quality programming.
As anticipation builds for the fourth season of its flagship hit Ted Lasso, alongside the continued success of series like Silo, Sugar, and the sleeper hit Widow’s Bay, the company is clearly betting that its content library remains strong enough to retain customers despite the price hike. Whether this trend of consistent annual increases will eventually hit a ceiling with consumers remains a point of intense focus for industry analysts.
