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Apple TV+ Hikes Prices, Faces Streaming Rivals
21 Aug
Summary
- Apple TV+ price rises by $3 to $12.99/month
- Streaming service lags behind Netflix, Disney+ in subscribers
- Apple losing over $1 billion annually on Apple TV+
As of August 21, 2025, Apple has announced a price hike for its streaming service, Apple TV+. The ad-free platform will now cost $12.99 per month, up from the previous $9.99 price, for new subscribers in the U.S. and select international markets.
Despite producing acclaimed original content like the Emmy-nominated "Severance" and popular shows such as "Ted Lasso" and "The Morning Show," Apple TV+ has struggled to keep up with industry giants Netflix, Disney+, and Amazon Prime Video in terms of subscriber numbers. Estimates suggest the service had around 40.4 million subscribers by the end of 2024, a far cry from Netflix's over 300 million paid memberships.
The price increase comes as Apple is reportedly losing more than $1 billion annually on the streaming service. The company has spent over $5 billion per year on content since launching Apple TV+ in 2019, though it did trim this budget by around $500 million last year.
The move follows a similar price hike by Comcast-owned NBCUniversal's Peacock streaming service in July 2025. Apple had last increased the Apple TV+ subscription price by $3 in October 2023.
