In a move that would make Kier Eagan proud, Apple TV is hiking the price of its streaming service for the first time in two years, and it’s sparked plenty of criticism.
You know “streamflation” is a thing when it gets its very own Black Mirror parody. Arguably the most contentious was Netflix’s password crackdown, which saw it turning its back on its “love is sharing a password” motto to ensure more viewers are paying customers.
But Disney Plus, Hulu, Peacock, and Prime Video have all shifted their subscription plans, either by raising their prices or introducing advertisements (much to the dismay of users).
Apple TV+ is the latest to join in on this trend, and while it’s behind some of the best TV shows ever made (aka Severance), the news hasn’t gone down too well.
Apple TV hikes streaming service price by 30%
Apple TV+ will now cost US subscribers $12.99 per month, up $3 from $9.99. Thankfully, this means there won’t be any ads, but a 30% rise is still significant.
While the price change comes into effect for new users on August 21, 2025, it’ll activate for existing customers within 30 days of their next renewal date.
This is the first time Apple’s streaming service has increased its price in nearly two years, having previously jumped from $6.99 to $9.99 per month in October 2023.
The company said in a statement (via Variety): “Since its launch, Apple TV+ has expanded its deep library of hundreds of Apple Originals, with thousands of hours of premium programming across genres and brand-new releases weekly – all ad-free.
“Subscribers can explore a rich offering of thrilling dramas, epic sci-fi, feel-good comedies, and live sports.”
It went on to highlight upcoming original content, including The Morning Show Season 4, Slow Horses Season 5, Highest 2 Lowest, and The Lost Bus. Then, of course, there’s Severance Season 3 on the way.
Apple pumps so much into its content, in fact, that a report released earlier this year suggested that it loses $1 billion annually from its streaming arm, although the company is yet to confirm whether this is correct.
Either way, the latest move has left fans upset, with some pointing out their brand loyalty to Apple. As said by one, “I’ll die on this hill but if you own an iPhone then Apple TV and Apple Music should be free.”
“Severance is the only good show there, why are they increasing?” asked another, while a third added, “Damn the corporations woke up extra money-hungry today.”
A fourth chimed in, “Let’s have some content budget controls in place, then maybe Apple won’t need to do this. It’s not like they need the money.”
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