Apple TV+ Quietly Raised Its Price – Here’s What to Do Now
You opened an email from Apple last month and barely glanced at it. Something about a “price adjustment.” Then your credit card statement arrived and the charge jumped from $9.99 to $12.99. That extra $36 a year adds up fast when you’re already juggling multiple subscriptions.
You’re not imagining it — Apple quietly raised the price of Apple TV+ by 30% in August 2025. This is the third increase in three years, and many subscribers feel blindsided.
What You’ll Learn in 60 Seconds
- How to confirm your new Apple TV+ price and billing date in under 2 minutes
- Why Apple raised the price and whether the content justifies $12.99
- A simple test to decide if you should keep, switch to annual, or cancel immediately
- What to do if you’ve already been charged the higher rate
- Cheaper ways to watch similar high-quality shows without the full monthly hit
What’s Actually Happening With Apple TV+ Right Now
Apple raised the monthly price of Apple TV+ from $9.99 to $12.99 — a 30% increase — effective August 2025 for new subscribers and within 30 days of renewal for existing ones. The annual plan stayed at $99.99, which now works out to roughly $8.33 per month if you pay upfront.
This marks the third price hike since the service launched at $4.99 in 2019. Apple says rising content costs are the reason, but many subscribers notice the library remains smaller and more curated than Netflix or Hulu.
You get premium originals like Severance, Ted Lasso, The Morning Show, and Slow Horses, plus some live sports, all in 4K with no ads and family sharing for up to six people.
Apple TV+ raised its price by 30% in August 2025 — its third increase in just three years — while the amount of new content hasn’t grown at the same pace. For selective viewers who love the quality, it can still feel worth it. For everyone else, that extra $3 a month is starting to hurt.
Why Most People Don’t Notice the Increase Until It Hits
Apple sends a polite email, but it’s easy to miss or dismiss as “just another update.” The charge is still under $15, so it doesn’t trigger the same alarm bells as a bigger bill.
Auto-renew does the rest of the work — your card is charged before you even think about whether you’ve watched anything new lately.
Many people keep Apple TV+ out of habit or because they loved one or two shows in the past. They tell themselves they’ll get back to it “next month.” Months turn into years, and the higher price quietly drains your account while the app sits unused on your home screen.
The Step-by-Step Fix You Can Do Right Now
Open the Apple TV app or go to your Apple account settings and check your current subscription price and next billing date. It takes 60 seconds.
Next, look at your watch history. If you haven’t spent at least 4–5 hours on Apple TV+ in the last 30 days, the new price probably isn’t justified.
Ask yourself: Are you actively following multiple current shows, or are you mostly waiting for the next season of one series?
If you decide to keep it, switch to the annual plan immediately. You’ll pay $99.99 upfront and save about $56 a year compared to monthly billing at the new rate. If you’re on the fence or barely watching, cancel before your next renewal.
The process is simple and takes less than two minutes. [“How to Cancel Apple TV+ Subscription — Step-by-Step Guide“]
What If You’ve Already Been Charged the Higher Price?
Contact Apple Support through the app or website right away. Explain that you weren’t expecting the increase and ask for a pro-rated refund or credit for the difference. Many people successfully get at least part of the extra charge reversed, especially if they cancel shortly after being billed.
If Apple won’t budge, call your bank or credit card company and dispute the charge as unexpected. Document the email you received and your low usage. Subscription price hikes without clear advance notice often get reversed when customers push back.
Cheaper Ways to Watch Similar High-Quality Shows
You don’t have to pay $12.99 every month to enjoy great television. Rotate Apple TV+ only during new season drops — subscribe for one or two months, binge what you want, then cancel until the next release.
For the rest of the year, lean on free or lower-cost options. Tubi and Pluto TV have surprisingly strong selections of acclaimed older shows and movies. Your local library card often unlocks Kanopy or Hoopla with excellent curated content at no extra charge.
If you’re deep in the Apple ecosystem, check whether Apple One bundles Apple TV+ with other services at a better effective price than standalone.
The key is treating Apple TV+ like a premium seasonal purchase, not a permanent monthly expense.
The bottom line: Apple TV+ at $12.99 is a luxury service with excellent quality but limited volume. If you’re not watching several hours a week right now, the price increase makes it one of the easiest subscriptions to drop or pause without regret.
Head over to CancelSubscription.net for the exact, no-hassle steps to cancel Apple TV+ today — or switch to the cheaper annual plan — before your next bill arrives.
Frequently Asked Questions
Q: Is Apple TV+ still worth $12.99 a month after the price hike?
A: It depends on how much you watch. If you regularly follow multiple originals and value the ad-free 4K experience, many people still say yes. If you only watch one show every few months, the new price makes it one of the first services you should cancel.
Q: Can I switch to the annual plan to avoid the higher monthly rate?
A: Yes. The $99.99 annual plan was not increased and now saves you roughly $56 a year compared to paying $12.99 monthly. Go to your Apple account settings, select Apple TV+, and choose the annual option before your next billing cycle.
Q: Will I lose access to shows I’m currently watching if I cancel?
A: You keep access until the end of your current billing period. Download anything you want to finish offline before canceling. You can always resubscribe later for a single month when a new season of your favorite show drops.
