Apple TV+ has raised its monthly subscription price in the U.S. by 30%, increasing the cost to $12.99 per month. The new pricing takes effect for new subscribers on Thursday, August 21, while existing subscribers will see the change applied within 30 days of their next billing cycle. Apple also noted that prices will increase in select international markets.
This change continues a trend of streaming services moving away from lower introductory pricing. While Apple TV+ is still priced below Netflix’s $17.99 Standard subscription, Apple does not currently offer an ad-supported tier. Netflix provides a $7.99 ad-supported option, while Apple TV+ remains fully subscription-based. Since its launch at $4.99 in 2019, Apple TV+ has undergone several price adjustments, reflecting shifts in the streaming market.
The increase on the TV side also highlights ongoing discussions in the music industry about the relative pricing of digital music. Despite gradual increases in subscription fees for services like Apple Music and Spotify, many industry insiders argue that music streaming remains underpriced compared to video streaming. With Apple operating both Apple TV+ and Apple Music, the current pricing shows a $2 monthly difference between the services, with Apple Music at $10.99 per month.
Apple Music’s U.S. price has not changed since 2022, when it increased from $9.99 to $10.99. Some industry observers suggest the difference in pricing reflects how streaming platforms view the value of music versus video content. Music libraries are generally consistent across platforms, while TV shows and films are often exclusive to one service, which can make video content more costly and strategically important for attracting subscribers.
Sony Music Group Chairman Rob Stringer has discussed the impact of free ad-supported tiers on music subscription prices. While free tiers attract billions of users, he noted, they contribute little to revenue and primarily serve to convert users to paid subscriptions. Many music streaming services offer free ad-supported options, which can put downward pressure on paid subscription prices. Stringer has encouraged platforms to charge at least a modest fee for ad-supported tiers to help narrow the gap between free and paid users, especially in mature markets.
Apple TV+ is known for producing high-quality series, including titles like Severance, The Morning Show, and Slow Horses. However, the service has faced challenges in commercial success. Reports from The Information indicate that Apple TV+ is losing over $1 billion annually, and Apple has reduced the service’s $5 billion content budget by approximately $500 million.
Despite having around 45 million subscribers in 2024, Apple TV+ accounts for about 1% of total streaming hours in the U.S., compared with 8.2% for Netflix, according to Nielsen data cited by The Information. The service’s smaller library of exclusive content contributes to this lower share of viewing hours, even as it continues to invest in original programming.
