THE APEX TIMES
Apple TV+ raises U.S. subscription prices to $14.99 monthly, up from $12.99
The streaming service says the new rates apply starting Aug. 28 for both new and existing subscribers in the United States, with the annual plan increasing to $119 from $99.
Apple TV+ has announced a price increase for its U.S. subscriptions, setting the monthly rate at $14.99 and the annual rate at $119, effective Aug. 28. The change represents an increase from $12.99 for the monthly plan and from $99 for the annual plan, according to a report by Deadline on Aug. 28.
The company said the updated prices will apply to both new and existing subscribers in the United States beginning Aug. 28. Apple’s timing is notable because it lands on a date that already marks a recurring billing cycle for many streaming customers, making the impact immediate for households that renew around the end of August.
For subscribers shopping for alternatives, Apple TV+ joins a broader pattern of streaming services increasing prices in recent years. Apple’s move is positioned as another adjustment to the cost of maintaining an original programming lineup, including scripted series, documentaries, and other branded content available through the platform.
Apple did not report that it is changing the basic structure of the service, and the report focuses on the pricing terms and their start date. The practical effect for customers is an increase to the amount billed per month or per year after the Aug. 28 effective date.
From a consumer impact standpoint, a rise in subscription fees can compound when households juggle multiple streaming services. For families, the change can also alter discretionary entertainment budgets, especially for viewers using Apple TV+ as a primary destination for new releases and back-catalog programming.
The rate increase also raises questions for labor and production costs across the streaming sector, since higher subscription prices are often used to help sustain programming commitments. However, Apple’s announcement in the report is limited to the new U.S. pricing and does not spell out additional details on spending or contracts tied to the increase.
As of Aug. 28, subscribers in the United States should expect their next billing cycle to reflect the updated monthly or annual price, depending on their current plan. The next steps for customers are straightforward: check the subscription settings tied to their account and confirm when the new price takes effect on their specific renewal date.
Why It Matters
- The Aug. 28 effective date means the cost increase can apply quickly to upcoming billing cycles for both new and current U.S. subscribers.
- A higher streaming bill can affect household entertainment budgets, particularly for families balancing multiple subscriptions.
- Price increases can influence how streaming platforms allocate resources to ongoing and future programming.
- For consumers, the change increases the importance of checking account-level subscription details and renewal timing.
Key Facts
- Apple TV+ is increasing its U.S. subscription price effective Aug. 28.
- The monthly price will rise to $14.99 from $12.99.
- The annual price will rise to $119 from $99.
- The updated rates apply to both new and existing subscribers in the United States.
- Deadline reported the price changes on Aug. 28.