Apple TV+ Price Jumps to $12.99 – And More Increases May Be Coming

Apple TV+ just got more expensive, and it probably won’t be the last time. The streaming service has officially raised its monthly subscription fee from $9.99 to $12.99, with the change already in effect for new subscribers.

Existing customers will see the higher price kick in 30 days after their next billing cycle.

This move isn’t random – Apple has long been signaling its ambition to boost revenue from services, pushing beyond hardware sales. Reports suggest the company even dreams of services revenue one day outpacing iPhone profits, a bold target that explains why Apple TV+ subscribers are footing a bigger bill today. And it won’t stop here: Apple Music, iCloud storage, and Apple Arcade could be next in line for hikes.

Even so, Apple TV+ remains one of the cheaper options compared to rivals like Netflix. At $12.99, the library of shows such as Severance, Silo, and Foundation arguably still offers strong value. Even series that miss the mark, like Invasion, have carved out cult followings that thrive on poking fun at the show’s quirks.

But there’s a wider trend at play. Nearly every subscription service, from YouTube Premium to Netflix, has been steadily raising prices. For many households, it’s becoming harder to justify paying for multiple platforms, and some will inevitably cancel or turn to piracy as costs climb.

For now, Apple’s pricing strategy looks like a calculated gamble: betting that enough people see $12.99 as a fair trade for prestige shows while preparing them for a future where all Apple services cost more.