Apple TV+ Price Jumps 30% to $12.99—Should You Switch to Annual or Apple One?
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Apple recently announced a price adjustment for its streaming service Apple TV+ in the United States and several international markets. In the U.S., the monthly subscription fee has risen from $9.99 to $12.99, marking a steep 30% increase.
However, subscribers on the annual plan will still pay the original $99 per year, and those subscribed through the Apple One bundle will also remain unaffected. In other words, only monthly subscribers will see the price hike—a strategy that appears designed to encourage users to switch either to an annual subscription or to Apple One.
Apple explained that Apple TV+ has steadily expanded its features and offerings since launch, and subscribing via Apple One continues to be the most cost-effective way to access the company’s services (though the bundle itself carries a premium price given the range of services included).
Originally launched in November 2019 at $4.99 per month, Apple TV+ saw its first increase in October 2022 to $6.99, followed by another in 2023 to $9.99. Even with these adjustments, its pricing has generally remained on the lower end compared to rivals in the streaming industry.
As for why Apple has not raised prices as aggressively as competitors, the reason is straightforward: the company continues to trail behind established players like Netflix and Amazon Prime Video in terms of market share and content library. To compensate, Apple has long relied on lower pricing to attract subscribers, though this has come at the cost of offering significantly less content than its competitors.
With the latest increase, subscribers will be charged the new $12.99 monthly rate on their next billing cycle. For devoted Apple TV+ users, opting for the annual subscription remains a considerably more economical choice.
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