Apple TV+ has long been a cheaper alternative to rivals such as Netflix and Disney+, but the good days are finally coming to an end.
Apple TV+ US pricing
Variety first reported that the streaming service would be raising its prices. And it’s now been confirmed on the Apple TV+ website in the US that subscription costs have gone up from $9.99 to $12.99 per month, an increase of $3. This change has already taken place for new US customers and will hit existing users within 30 days of their next billing cycle.
Macworld
The last time that Apple upped its prices in America was in October 2023, when it went from $6.99 to $9.99 per month, another $3 hike.
Apple TV+ released a statement in relation to the new figures:
“Since it launch, Apple TV+ has expanded its deep library of hundreds of Apple Originals, with thousands of hours of premium programming across genres and brand-new releases weekly – all ad-free… Subscribers can explore a rich offering of thrilling dramas, epic sci-fi, feel-good comedies and live sports.”
Thus far, only the standalone monthly Apple TV+ subscription has been impacted. It doesn’t have any effect on annual Apple TV+ subscriptions or Apple One bundles.
Apple TV+ UK pricing
When we first published this article at 4:45pm BST on Thursday, 21 August, Apple TV+ prices in the UK remained at £8.99 per month on the official website. We spotted that this had changed around 5:15pm BST.
The Apple TV+ website is now displaying a new price of £9.99 per month, an increase of £1 per month.
According to new information received by Apple TV+ subscribers, the price increase in the UK will kick in on Thursday, 2 October 2025. If you don’t want to pay another £1 per month, Apple says you’ll need to cancel one day in advance of the hike. We would suggest cancelling by 30 October to be safe.
Chris Martin / Foundry
Is another £1 a month worth it? Some of the biggest shows on Apple TV+ include Severance, Slow Horses, Ted Lasso and Silo. Of these, a new season of Slow Horses is starting in September – and that may be enough to swing it for some. But could you get a free trial of Apple TV+ and pay nothing for a while?
If you’re a fan, news just dropped about the highly anticipated third season of Severance.
Author: Hannah Cowton-Barnes, Entertainment Editor, Tech Advisor
As Tech Advisor's Entertainment Editor, Hannah is the resident expert in all things streaming, film and TV. Before joining Tech Advisor in 2019, she studied Theatre and Performance at the University of Leeds and created a website dedicated to geek culture and lifestyle. She's also reviewed a whole range of gadgets including flagship smartphones, wearables and styling tools. Outside of Foundry, she's written freelance pieces for Polygon, Metro and Den of Geek, and is proud to be a Women Techmakers Ambassador for Google.