Apple TV+ just bumped the monthly subscription price from $10 to $13, with Apple saying the move reflects the growing library of originals.
The new monthly subscription price for Apple TV+ goes into effect today, August 21, 2025, for all new subscribers. Existing subscribers will see the adjustment within 30 days of their next renewal. The yearly subscription price remains unchanged at $99, Apple said.. This price increase will have no bearing on the price of the Apple One subscription bundles. In fact, if you have additional Apple subscriptions aside from Apple TV+, you can save money by opting for an Apple One bundle.
This marks a third price increase since the streaming service debuted in 2019 for $5/month. In October 2022, Apple TV+ increased the monthly subscription to $7. A second price increase in October 2023 bumped Apple TV+ to $10/month.
Monthly subscription price: Apple TV+ vs. Netflix vs. HBO Max vs. Amazon Prime Video
“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,” Apple spokesperson Tom Neumayr said in an emailed statement to The Verge.
I’ve been an Apple TV+ subscriber since the service debuted in the United States in November 2019. In my personal opinion, at $13/month, Apple TV+ is too expensive for what it offers in exchange for your hard-earned cash.
At that price, Apple TV+ is too close to the typical price for a fully-featured service. The video streaming service prides itself as a destination for purely original programming, but the sheer number of TV shows and movies it offers still pales in comparison with streaming giants Netflix and Amazon Prime, which feature a combination of original programming and licensed content.
| Service | Plan / Tier | Price (USD/month) | Free Trial |
|---|---|---|---|
| Apple TV+ | Standard | $12.99 | 7 days |
| Netflix | Standard with Ads | $7.99 | No |
| Netflix | Standard (No Ads) | $17.99 | No |
| Netflix | Premium | $24.99 | No |
| HBO Max | Basic with Ads | $9.99 | 7 days |
| HBO Max | Standard (Ad-Free) | $16.99 | 7 days |
| HBO Max | Premium (4K, Dolby Atmos) | $20.99 | 7 days |
| Amazon Prime | Full Prime Membership | $14.99 | 30 days |
| Amazon Prime | Prime Video Only | $8.99 | 7 days |
Also, Netflix and HBO Max have multiple subscription tiers that give you more flexibility in terms of ad experience and streaming quality. As a standalone service, Apple TV+ is now more expensive than both Netflix’s and HBO Max’s ad-supported tiers which Apple TV+ doesn’t have. As for Amazon’s video streaming service, it benefits from a wide range of benefits beyond streaming that come with the Prime subscription, which helps justify the higher monthly fee.