Severance, The Studio, Slow Horses , and an upcoming new season of The Morning Show : Yes, Apple TV+ has been on a bit of a hot streak lately. Now get ready for a price hike to match.

Starting on August 21—so, now—the price of Apple TV+ will rise to $12.99 a month, a steep $3 a month higher than the previous $9.99/month rate. That’s a 30-percent price hike, folks.

Existing Apple TV+ subscribers on the monthly plan will see their rates go up following their next renewal date.

The last time Apple raised its Apple TV+ prices was back in October 2023, when the service went from $6.99 a month to $9.99/month , an even steeper 43-percent price hike than the latest increase.

Apple TV+ cost a mere $4.99 a month when it debuted back in launched back in 2019.

In a statement announcing the p

See Full Page