Streaming · pricing dossier
Apple TV+
Every price change since Nov 2019 — dated, sourced, archived.
The pricing story
Apple TV+ has the steepest percentage climb in streaming: from $4.99 at launch in 2019 to $12.99 by August 2025 — a 160% increase on a service that still carries no ads and a relatively small catalog. Apple's hikes come in big steps (+40% in 2022, +43% in 2023, +30% in 2025) rather than gentle dollar bumps, betting that prestige originals like Severance and Ted Lasso hold subscribers. The strategic subtext: each standalone hike makes the Apple One bundle look like a better deal, which is where Apple actually wants you.
Every change on record
4 entries- Aug 21, 2025 Apple TV+ $9.99 $12.99 ▲ +30%
+30%; annual plan and Apple One prices held
source: Apple TV+ page (archived) ↗ - Oct 25, 2023 Apple TV+ $6.99 $9.99 ▲ +43%
+43% — doubles the launch price in four years
source: Apple TV+ page (archived) ↗ - Nov 1, 2019 Apple TV+ $4.99 Launch
Launches at $4.99 — cheapest major streamer
source: Apple TV+ page (archived) ↗
Current plans (2026)
| Plan | Price | Notes |
|---|---|---|
| Apple TV+ | $12.99/mo | Ad-free originals |
| Apple One Individual | $19.95/mo | TV+ + Music + Arcade + iCloud 50GB |
US list prices. Check the official pricing page for regional pricing and promos.
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Frequently asked questions
Has Apple TV+ ever raised its prices?
Yes — Apple TV+ has raised prices 3 times. The most recent increase was on Aug 21, 2025, when Apple TV+ went from $9.99 to $12.99.
How much does Apple TV+ cost in 2026?
Apple TV+ costs $12.99/mo; Apple One Individual costs $19.95/mo.
What did Apple TV+ cost when it launched?
The Apple TV+ plan launched at $4.99/mo in Nov 2019. Today it costs $12.99 — a 160% increase.
When was the last Apple TV+ price increase?
Aug 21, 2025. +30%; annual plan and Apple One prices held