Apple TV+ Hikes Subscription Rates by 30%

Swift summary

• Apple TV+ subscription fee has increased to $12.99 per month in the U.S.,up from $9.99.
• U.K. pricing is set at £9.99, with annual subscriptions and Apple One unaffected by this change.
• New subscribers will pay the higher price immediately, while current subscribers will see it apply upon their renewal date after a 30-day notice period.
• Apple TV+ provides ad-free content across various genres and claims an extensive library of original programming,with highlights like “Severance,” which received 27 Emmy nominations in 2025 out of Apple’s total 80 nominations for its shows this year.
• Competing streaming services include Netflix ($7.99/month), Amazon Prime Video ($8.99/month), and Disney+ with Hulu ($10.99/month with ads), making Apple TV+ one of the cheaper options for ad-free viewing tiers despite the hike.
• Previously,pricing increased in October 2023 from $6.99 to $9.99 across multiple services but now only affects Apple TV+.
• Reports show that Apple TV+ incurs yearly losses of approximately $1 billion; though, subscriber growth persists alongside significant revenue contributions from Apple’s Services segment-$27 billion reported in Q3 FY25 compared to $24 billion in Q3 FY24.

Indian Opinion Analysis

Apple’s decision to raise subscription costs for its video streaming service aligns with broader industry trends amidst rising production expenditures and competition from established players like Netflix and Disney+. While India is not directly mentioned here regarding price adjustments or market performance, such developments could have potential implications if mirrored domestically given India’s growing appetite for affordable OTT platforms.

Apple’s emphasis on premium ad-free programming ensures it stays competitive within niche segments where quality trumps cost sensitivity-a possible edge in affluent urban markets such as those seen in India’s metropolitan regions like Mumbai or Bengaluru.

India’s OTT audience might weigh these factors differently from the U.S., owing to high price elasticity among consumers sensitive to affordability; localized pricing strategies may be needed if similar hikes are considered here eventually.

Read More: Macworld Link