Your Apple TV+ subscription is going up by a whopping 30%

Apple on Thursday announced that the monthly fee for its Apple TV+ video streaming service is now $12.99 in the U.S., up from the previous $9.99. The fee in the U.K. is £9.99, and annual Apple TV+ subscriptions and Apple One (which includes Apple TV+) remain unchanged.

The price increase is effective immediately for new subscribers, though some areas of the Apple TV+ website still show the $9.99 per month rate. Current subscribers will continue at the $9.99 rate until it’s time to renew, at which point the $12.99 rate will take effect 30 days after.

“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,” Apple said in a statement. “Subscribers can explore a rich offering of thrilling dramas, epic sci-fi, feel-good comedies, and live sports.” Apple racked up some 80 Emmy nominations this year, including 27 for its viral hit “Severance.”

The last time the Apple TV+ price increased was in October 2023, when Apple TV+ went from $6.99 to $9.99. At that time, Apple Arcade, Apple News+, and Apple One also had increases, but those prices are not changing at this time.

For comparison, Netflix is $7.99, Amazon Prime Video is $8.99, and Disney+ with Hulu is $10.99 per month with ads. Apple TV+ is still commercial-free and cheaper than those services’ ad-free tiers.

A report last March by The Information stated that Apple TV+ loses $1 billion per year, but its subscriber numbers have steadily grown. In Apple’s quarterly financial reports over the past few years, the company’s Services division (which includes Apple TV+) has been a major revenue source, second only to the iPhone. However, Apple has not publicly stated how much Apple TV+ contributes to Services revenue. For the third quarter of 2025, Services revenue was $27 billion, up from $24 billion in the same quarter of 2024.