Apple TV+ subscription price increases 30% to $12.99 monthly

Apple announced on August 21, 2025, that its streaming service Apple TV+ would increase its monthly subscription price to $12.99, up from $9.99. The 30% price adjustment affects the United States and international markets, making it the third increase since the platform's 2019 launch.

According to Apple's statement, existing subscribers will experience the price change 30 days after their next renewal date. The annual subscription pricing remains unchanged, while new customers face the higher monthly rate immediately following the seven-day trial period.

The streaming service first cost $4.99 when it launched in November 2019. Apple raised the price to $6.99 in 2022, then to $9.99 in 2023. The latest increase represents a 160% price rise from the original launch pricing over six years.

Limited visibility on subscriber numbers

Apple maintains secrecy around Apple TV+ viewership data and subscriber counts. According to a report from The Information published earlier this year, the streaming service loses more than $1 billion annually while approaching 45 million subscribers. Industry sources familiar with the matter provided these figures, though Apple has not confirmed these numbers publicly.

Nielsen data shows some Apple TV+ content achieving mainstream success. The platform's flagship series "Severance" reached number 5 on the Nielsen US streaming chart this year following its second season premiere. Apple reported during its most recent earnings call that overall TV+ viewership increased by "strong double digits year over year."

The technology company emphasizes Apple TV+ maintains only one tier with 4K HDR and Spatial Audio quality while remaining entirely advertisement-free. This positioning contrasts with competitors who offer multiple subscription tiers and ad-supported options.

Streaming price increases across the industry

Apple's price adjustment follows similar moves by other major streaming platforms in 2025. Netflix and NBCUniversal's Peacock both implemented price increases earlier this year. Music streaming platform Spotify also raised prices across multiple markets, reflecting broader industry trends toward higher subscription costs.

The streaming market has experienced significant shifts in recent months. Netflix opened its ad inventory to programmatic partners including The Trade Desk, Google's Display & Video 360, and Magnite, expanding beyond its previous Microsoft-only approach. This move intensified competition within the Connected TV advertising landscape.

Tubi surpassed 100 million monthly active users in June 2025, reaching 2.2% of total television viewing according to Nielsen measurements. The free, ad-supported platform demonstrates growing market acceptance of advertising-based streaming models during economic uncertainty.

Apple TV+ content strategy and recognition

Apple TV+ has accumulated substantial industry recognition since its debut. The platform's original programming has received 538 wins and 2,553 award nominations to date, including multiple Emmy Awards and an Academy Award for Best Picture with "CODA," marking the first such win for a streaming service.

Recent Emmy nominations for 2025 include "Severance" and "The Studio" topping nomination tables. The awards ceremony scheduled for September 15 will determine how many nominations convert to wins for Apple's original content.

The company outlined its content schedule for the remainder of 2025, featuring new releases weekly. "The Morning Show" season four premieres September 17, followed by "Slow Horses" on September 24. Breaking Bad creator's highly-anticipated series "Pluribus" launches November 7, alongside new movies including "Highest 2 Lowest" and "The Lost Bus."

Apple recently expanded Apple TV+ availability to Android devices in February 2025. The Android application allows users to subscribe directly through Google Play accounts, marking a significant departure from Apple's traditional ecosystem-exclusive approach. This expansion positioned Apple TV+ to compete more broadly by reaching Android's large global user base.

Connected TV advertising market dynamics

The price increase occurs during substantial growth in Connected TV advertising spending. According to industry research, 72% of marketers plan to increase their programmatic advertising investment in 2025, with Connected TV's share of media budgets projected to double from 14% in 2023 to 28% in 2025.

Traditional platforms face mounting pressure as 46% of marketers plan to reallocate funds from Linear TV to CTV according to recent surveys. Web and Mobile Digital channels also experience budget constraints, with 34% of marketers redirecting investments toward streaming platforms.

Privacy concerns continue reshaping targeting capabilities across the advertising ecosystem. Mobile advertising faces particular challenges, with 54% of mobile impressions now lacking identifier coverage. Desktop environments show similar trends, with 36% of impressions operating without traditional tracking capabilities.

Amazon launched Complete TV in March 2025, a capability designed to help television advertisers manage streaming ad purchases more efficiently. The system operates within Amazon's demand-side platform and incorporates artificial intelligence to deliver budget allocation recommendations across Prime Video and premium streaming platforms.

Technical infrastructure and measurement

Apple TV+ operates without advertising, distinguishing it from competitors who increasingly rely on ad-supported models. This approach means the platform depends entirely on subscription revenue, making price adjustments more critical for financial sustainability.

Campaign Manager 360 added Netflix ads integration in February 2025, enabling advertisers to measure Netflix campaigns alongside linear TV and streaming video inventory. These technical developments highlight the growing sophistication of cross-media measurement as campaigns span traditional TV, streaming platforms, and digital video channels.

The streaming landscape continues evolving as platforms balance content investments with subscriber acquisition costs. Apple's approach differs from ad-supported competitors, requiring sustainable subscription pricing to fund original content production and platform operations.

Global expansion and competitive positioning

Apple's pricing strategy reflects broader market maturation across streaming services. The company previously expanded Apple TV+ to Android devices after more than four years of iOS exclusivity, suggesting a strategic shift toward broader market reach rather than ecosystem lock-in.

The timing of the price increase coincides with Apple's highest-grossing theatrical film "F1: The Movie" and continued investment in original content production. Industry analysts note these changes align with streaming services adjusting pricing structures due to both inflationary pressures and content investment requirements.

Apple One bundle pricing remains unchanged, offering Apple TV+ alongside Apple Music and iCloud storage for $19.95 monthly. This creates a value proposition for subscribers who use multiple Apple services, potentially mitigating the impact of standalone TV+ price increases.

Market observers note the strategic importance of subscription-based models during economic uncertainty. Apple positions TV+ as a premium destination for original content while competitors increasingly adopt advertising-supported tiers to expand accessibility and revenue streams.

The price adjustment demonstrates Apple's confidence in content quality and subscriber retention despite increased competition from free and ad-supported alternatives gaining significant market share across the streaming landscape.

Timeline

• November 2019: Apple TV+ launches at $4.99 monthly
• 2022: First price increase to $6.99 monthly
• 2023: Second price increase to $9.99 monthly • February 2025: Apple TV+ arrives on Android devices
• March 2025: Amazon launches Complete TV advertising platform
• May 2025: Netflix opens programmatic ad inventory
• June 2025: Tubi surpasses 100 million users
• August 21, 2025: Apple announces third price increase to $12.99 monthly

PPC Land explains

Apple TV+: Apple's subscription-based streaming service launched in November 2019, featuring exclusively original content including series, documentaries, and films. The platform operates without advertisements and maintains a single tier offering 4K HDR and Spatial Audio quality across all content. Unlike competitors who offer multiple subscription levels, Apple TV+ focuses on premium original programming with high production values.

Connected TV (CTV): Digital streaming content delivered through internet-connected television devices, smart TVs, gaming consoles, and streaming media players. CTV represents a rapidly growing segment of the advertising market, with spending projected to reach $33.35 billion in 2025. This technology enables precise audience targeting and measurement capabilities that traditional linear television cannot provide.

Streaming Services: Digital platforms that deliver video content over the internet without requiring traditional cable or satellite subscriptions. These services operate through various business models including subscription-based (SVOD), advertising-supported (AVOD), and hybrid approaches. The streaming market has fundamentally disrupted traditional television viewing patterns and advertising strategies.

Programmatic Advertising: Automated buying and selling of digital advertising inventory using real-time bidding technology and data-driven targeting. This approach enables advertisers to purchase ad space efficiently across multiple platforms while optimizing for specific audience demographics and behaviors. Programmatic methods are increasingly applied to Connected TV advertising as the medium matures.

Subscription Pricing: Revenue model where customers pay recurring fees to access content or services, typically monthly or annually. Streaming platforms use subscription pricing to generate predictable revenue streams while funding content production and platform operations. Price adjustments reflect market conditions, content investment levels, and competitive positioning strategies.

Nielsen: Leading audience measurement company that tracks television and streaming viewership across the United States. Nielsen's data provides industry-standard metrics for content performance, audience reach, and market share analysis. The company's streaming measurements have become increasingly important as viewing habits shift from traditional television to digital platforms.

Original Content: Exclusive programming produced specifically for a particular streaming platform, often referred to as "originals." These productions differentiate platforms from competitors and create unique value propositions for subscribers. Original content represents significant financial investments but can drive subscriber acquisition and retention when successful.

Market Share: The percentage of total industry sales or viewership captured by a specific company or platform. In streaming, market share measurements consider factors including subscriber counts, viewing time, and content engagement levels. Market share data influences investor confidence, content licensing negotiations, and strategic business decisions.

Platform Integration: Technical processes enabling different software systems and services to work together seamlessly. In streaming and advertising contexts, integration allows platforms to share data, coordinate campaigns, and provide unified measurement across multiple channels. These integrations are essential for cross-media advertising strategies and audience measurement.

Industry Recognition: Awards, nominations, and critical acclaim received by content creators and platforms from professional organizations and industry peers. Recognition serves as both a quality indicator and marketing tool, influencing subscriber perceptions and platform credibility. Emmy Awards, Academy Awards, and other prestigious honors validate content investments and creative strategies.

Summary

Who: Apple Inc. announced the price increase for its Apple TV+ streaming service, affecting current and new subscribers in the United States and international markets.

What: Monthly Apple TV+ subscription price increased 30% from $9.99 to $12.99, marking the third price adjustment since the platform's 2019 launch. Annual subscription pricing remains unchanged.

When: The announcement occurred on August 21, 2025, with new subscribers paying the higher rate immediately and existing subscribers experiencing the change 30 days after their next renewal date.

Where: The price increase applies to the United States and other international markets where Apple TV+ operates, following the company's global pricing strategy.

Why: Apple cited expansion of its "deep library of originals" since launch as justification for the increase, aligning with industry-wide streaming price adjustments driven by content investment costs and market maturation.