Apple TV+ is increasing its monthly price. (So much for that whole discount thing .)

The streaming service will now cost $12.99 per month in the U.S., up from $9.99, representing a 30 percent increase. The price hike is effective as of today, Thursday, Aug. 21, 2025, for new customers; existing customers will see their bill go up within 30 days.

“Select international markets” will also see a monthly-price increase, Apple said in a statement sent to The Hollywood Reporter .

Apple TV+ is increasing its monthly price. (So much for that whole discount thing .)

The streaming service will now cost $12.99 per month in the U.S., up from $9.99, representing a 30 percent increase. The price hike is effective as of today, Thursday, Aug. 21, 2025, for new customers; existing customers will

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