August 22, 2025, 2:03 pm | Read time: 3 minutes
Apple TV is raising the price of its monthly subscription in the U.S. by about 30 percent. New customers will pay more immediately, while existing customers will follow soon. In Germany, the price remains stable for now, but an adjustment seems possible there as well.
Until now, the monthly price for Apple TV in the U.S. was $9.99. However, the streaming service has now increased it to $12.99, which is an increase of about 30 percent. The price hike brings Apple additional short-term revenue, which is urgently needed. According to a report by “The Information,” Apple TV continues to incur annual losses of more than $1 billion, despite having 45 million subscribers in 2024.
At the same time, by raising prices, Apple signals that Apple TV should no longer be seen as a cheap introductory offer but as an integral part of the premium ecosystem.
Monthly Price Increases by About 30 Percent
For subscribers, the price increase means an additional monthly cost of $3. Annually, this results in an extra $36. However, the annual subscription remains stable at $99.99. The bundle offers through Apple One also experience no price changes for now.
This price increase is the third since Apple TV launched in 2019. At that time, the price was $4.99, then increased to $6.99 in 2022 and $9.99 in 2023. At $12.99, Apple is now significantly above its original positioning as an affordable streaming service but still remains below the standard rates of Netflix or Max.
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More Content, but No Ads
Apple justifies the move with continuous investments in new content, including exclusive “Apple Originals” and live sports offerings. According to the company, the streaming service now offers several hundred exclusive contents, regularly supplemented by new productions. Successful series like “The Morning Show,” “Severance,” and “Ted Lasso” are among the most well-known formats.
Additionally, Apple emphasizes that Apple TV remains completely free of third-party advertising. While competitors like Disney+ and Paramount+ have also raised prices, they are increasingly relying on cheaper, ad-supported plans. Apple consistently refrains from advertising models and emphasizes the quality and ad-free nature of its offering.
Outlook for the German Market
For subscribers in Germany, nothing changes at the moment. The monthly price remains at 9.99 euros. However, industry observers expect that Apple will also adjust prices in other countries over time. Apple has not yet specified a concrete time for a possible adjustment in Germany.
The recent price increase shows that Apple aims to establish Apple TV as a high-quality premium service. The move is strategically understandable but carries the risk of losing customers if the perceived added value does not increase at the same rate as the price. It will be crucial whether Apple can justify the higher price level through exclusive content and close integration into the Apple ecosystem.