Apple has once again adjusted the cost of its streaming platform, raising the monthly fee for Apple TV+ from $9.99 to $12.99. This isn’t the first time subscribers have seen an increase. When the service first launched, it was offered at just $4.99 a month, but as Apple has poured more resources into producing original shows, films, and sports programming, the subscription has more than doubled in price.
The company’s decision to raise rates reflects its growing investment in premium content. Apple has been leaning heavily into original productions, securing projects like F1: The Movie, which was developed in-house. While that particular film is currently available as a rental or purchase rather than as part of the subscription, it signals Apple’s intent to compete at the same level as established Hollywood players.
For many customers, the increase sharpens the focus on Apple One, the company’s bundled package that combines TV+ with other services such as Music, iCloud, Fitness+, and Arcade. Interestingly, Apple chose not to increase the price of this bundle, which makes it look like a better deal now. For families or power users already invested in multiple Apple services, bundling is the obvious value play. On the other hand, those who only want Apple TV+ may find themselves reconsidering whether the standalone subscription is still worth it.
From a market perspective, this new pricing places Apple TV+ in direct competition with heavyweights like Netflix, Disney+, and Amazon Prime Video. The challenge is that Apple’s content library is still smaller than its rivals, which raises the question of whether audiences will stick around purely for exclusives. That’s where Apple is taking a calculated risk: betting that original content and ecosystem loyalty will outweigh the size of its catalog.
At its core, the price increase highlights Apple’s broader strategy. The company isn’t just trying to make TV+ profitable—it’s encouraging users to adopt its wider ecosystem. By keeping Apple One steady while raising the cost of a single subscription, Apple is nudging customers toward long-term commitment. In a crowded streaming landscape, that ecosystem lock-in might prove to be Apple’s most valuable play.