Apple TV+ just got a price hike, and it’s a steep one

Severance, The Studio, Slow Horses, and an upcoming new season of The Morning Show: Yes, Apple TV+ has been on a bit of a hot streak lately. Now get ready for a price hike to match. 

Starting on August 21—so, now—the price of Apple TV+ will rise to $12.99 a month, a steep $3 a month higher than the previous $9.99/month rate. That’s a 30-percent price hike, folks. 

Existing Apple TV+ subscribers on the monthly plan will see their rates go up following their next renewal date.

The last time Apple raised its Apple TV+ prices was back in October 2023, when the service went from $6.99 a month to $9.99/month, an even steeper 43-percent price hike than the latest increase. 

Apple TV+ cost a mere $4.99 a month when it debuted back in launched back in 2019. 

In a statement announcing the price increase, Apple focused on Apple TV+’s recent streak of popular shows and movies—”all ad-free,” it added, as Variety reports. 

Indeed, Apple TV+ remains the lone holdout among the big streaming services by not offering an ad-supported tier, although there’s long been chatter that Apple was tinkering with the idea. 

After a slow start, Apple TV+ has cranked out a steady stream of hits, with one show—Severance—hitting a grand slam in terms of viewership and cultural buzz. 

Seth Rogan’s The Studio also drew plenty of eyeballs as well as nearly two dozen Emmy nominations, while the Gary Oldman-starring Slow Horses has been a popular procedural. And Apple TV+ also struck cinematic gold with F1, the Formula 1 movie headlined by Brad Pitt that’s been a genuine box office blockbuster. F1 is expected to make its Apple TV+ debut in the fall. 

Still, some dark clouds loon on the horizon for Apple TV+, including rumors that Apple may be about to lose Friday Night Baseball. 

Apple and Major League Baseball kicked off a seven-year deal back in 2022 for two exclusive Friday night games on Apple TV+, but Yahoo! Sports is reporting that Apple may end the deal early, with Peacock scooping up the Friday games instead. Apple has yet to confirm the news.