Apple raises the price of Apple TV+ in the US and some markets globally after previously raising the price in 2023; in the US, the price will rise $3 to $12.99
Apple TV+, the tech giant's money-losing streaming service, is bumping up its price by 30%: For U.S. customers, it will now be $12.99 per month, up $3 from $9.99.
Context & Ripple Effects
Apple TV+ pricing has moved upward in steps: the service was raised in 2022 alongside Apple Music and Apple One, then saw a broader 2023 increase across Apple’s subscription bundle. This latest change makes the earlier increases look less like a one-off adjustment and more like a continuing effort to improve subscription revenue.
Distribution has also widened beyond Apple’s own surfaces: Amazon added Apple TV+ to Prime Video Channels in the U.S. in 2024. That channel partnership gives consumers another purchase path, but also makes Apple TV+’s standalone price more directly comparable with other channel subscriptions.
First-order effects
- U.S. Apple TV+ subscribers face a $3 monthly increase to $12.99, while customers in some other markets also receive higher prices.
- Apple collects more revenue from subscribers who remain on the service, directly addressing the service’s stated money-losing position without changing the reported product offering.
Second-order effects
- The higher standalone price increases the value proposition of Apple’s bundles for households that use multiple Apple subscriptions, while making cancellation or rotation among single-service subscribers more consequential.
- Amazon and other distribution partners will need to maintain clear, consistent Apple TV+ pricing and billing communications across their channels as Apple changes rates.
Third-order effects
- If successive increases hold without material subscriber loss, Apple TV+ can shift from launch-era pricing toward a more mature streaming model focused on price realization rather than low entry pricing.
- Streaming services are increasingly likely to treat periodic price resets and bundle design as core tools for funding content and improving unit economics; subscriber tolerance will determine the limit.
The trend: Apple TV+ is part of the broader streaming shift from subscriber acquisition through low prices toward recurring-revenue optimization through higher rates and bundles.