One of the world’s biggest companies has risked angering its 45 million customers by raising prices of its TV streaming service.
Starting today, new US subscribers to Apple TV will pay $12.99 a month, up a third from $9.99.
Experts are now warning rivals Disney, HBO Max and Paramount+ will follow. Netflix raised prices in January.
Apple bosses say the hike is justified because of its hit shows like Severance and Slow Horses — and because it does not have ads like rivals.
Customers questioned the price rise. ‘I signed up when it was $4.99. I wasn’t happy after it drifted up to $9.99. This is a step to far. I am cancelling,’ Alex Palmer, 33, from Los Angeles, told Daily Mail.
Today’s increase marks the first since October 2023, but the price has now surged 160 percent since its late 2019 launch at $4.99.
Existing subscribers will see the higher price applied within 30 days of their next renewal date. The company has not indicated whether the change will affect Apple One, its bundled subscription service.
Last month, Peacock announced increases of up to 40 percent, highlighting a broader industry trend as streaming platforms seek profitability after years of heavy investment in premium content.
US actress Sydney Sweeney attends the Apple TV+ premiere of Echo Valley at AMC Lincoln Square 13 in New York City in June
Upcoming premieres include season five of Slow Horses on September 24
‘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,’ the company said in a statement.
‘Subscribers can explore a rich offering of thrilling dramas, epic sci-fi, feel-good comedies, and live sports.’
The price hike applies in the US and select international markets, though Apple has not specified which foreign countries will be affected.
Upcoming premieres include season four of The Morning Show on September 17, season five of Slow Horses on September 24, Vince Gilligan’s Pluribus on November 7, and films like Highest Two Lowest on September 5 and The Lost Bus on October 3.
Apple TV+ is also home to Emmy-nominated shows like Severance and Seth Rogen’s The Studio, as well as kids programming, Peanuts specials, and live sports, including Major League Baseball’s Friday Night Baseball and Major League Soccer matches.
The service has been losing more than $1 billion annually, as spending on premium content has exceeded revenue, according to a March 2025 report by The Information.
Apple has not broken out financial results for the service and has not publicly commented on the losses.
The streaming service originally launched in November 2019 at $4.99 a month and has gradually increased pricing as it expanded its content library.
Peacock’s biggest TV shows, including Love Island, will get more expensive for new customers to watch in five days
Over the past 18 months, all the major streamers have increased prices.
In January, Netflix raised prices for its ad tier subscription to $7.99. Paramount Plus did the same last June.
Max, Hulu, and Disney+ all hiked their entry level prices to $9.99, while Prime Video costs $8.99 a month.
