Apple TV+ price rises to $12.99/month as catalog grows

Apple raised the monthly price of its Apple TV streaming service to $12.99 on Thursday, up from $9.99, the company said, with the new rate taking effect immediately for new subscribers and for existing customers 30 days after their next renewal date. The company said the annual subscription, at $99, and pricing for its Apple One bundles will not change.

Apple framed the increase as a reflection of an expanded catalog of original programming and an ad free viewing experience. In a statement the company said Apple TV has grown into a library of hundreds of Apple Originals with thousands of hours of premium programming and weekly new releases, citing forthcoming seasons and recent theatrical additions as part of the offering. The service has also had high-profile awards attention this year, with dozens of Emmy nominations for flagship series and new films.

The move is the third price adjustment since the service launched in 2019. Apple TV began at $4.99 a month, rose to $6.99 in 2022 and to $9.99 in 2023. The new charge applies to the United States and select international markets, where percentage increases vary by territory, while some countries retain lower monthly prices.