Apple TV+, The Money-Losing Service, Raises Subscription Prices Yet Again

Apple TV+ currently stands as a money-losing service under Apple's control. According to a recent report, the service is losing $1 billion per year while the company keeps investing $4.5 billion to update its catalog and make it interesting every year. Unfortunately, you don't need to be a math professional to know that the wallets are closing on red. Apple, as one of the world's richest companies, can absorb this for a time, but not for always. The ongoing economic challenges make one thing inevitable - price hikes. Apple is now raising the price of Apple TV+ in various markets. For U.S customers, it will now be $12,99 per month, up $3 from $9.99.

Apple revealed it is raising the price of Apple TV+ in the U.S and select international markets, including the U.K. The price changes began on August 21 for new customers. Existing Apple TV+ subscribers will have a small 30-day window to take a deep breath and prepare for the new expense on their renewal date.

As per Apple, the price is justified by the launch of multiple TV shows and movies. The service does not include any ads, so the costs are constantly rising. It is worth noting that, yes, Apple TV+ remains the only major streaming service that does not offer a price-reduced ad-supported plan. For some, this is good. We don't need to recall that Netflix slashed the cheaper plan for the ad-based one.

Apple TV+ is raising prices again, its third increase in three years. The service launched in 2019 at $4.99 a month, climbed to $6.99 in 2022, and then to $9.99 in October 2023.

Apple is pointing to a busy fall lineup with the new hike. Season 4 of The Morning Show arrives September 17, followed by Slow Horses season 5 on September 24. Vince Gilligan’s Pluribus premieres November 7, alongside films like Highest 2 Lowest on September 5 and The Lost Bus on October 3.

The platform continues to collect awards, with Severance earning 27 Emmy nominations this year and Seth Rogen’s The Studio setting a record with 23 for a freshman comedy.

Despite the growth, Apple TV+ is still operating at a loss. A March 2025 report from The Information estimated the service loses over $1 billion annually as spending on premium shows and films far outweighs revenue. Apple has not commented and does not disclose financial results for the platform.