Apple has quietly rolled out its third price increase since 2019 for its streaming service:
• 2019 → $4.99/month
• 2022 → $6.99/month
• 2023 → $9.99/month
• 2025 → $12.99/month
That’s a 160% increase in just six years.
The annual plan ($99/year) and Apple One bundles are unchanged (for now), but monthly subscribers are taking the hit.
Apple justifies the move with its growing library of premium originals yet analysts point out the service still runs at over $1 billion in annual losses.
What makes Apple different from Netflix, Disney+, or Prime Video is that there’s still no cheaper ad-supported tier. You either pay full price, or you don’t get in.
Meanwhile, free ad-supported platforms like YouTube, Tubi, and Roku are growing rapidly giving viewers a very different kind of choice.
The big question:
Is Apple TV+ still worth paying for at $12.99/month, or will more people switch to free alternatives?
