Apple TV+, the premium streaming service from Apple, has received yet another price hike in the United States and select global markets. Subscribers will now have to pay 30 percent more than before, with the updated monthly cost set at $12.99 (roughly ₹1,130). Interestingly, the price of Apple TV+ in India remains unchanged at ₹99 per month, making it one of the most affordable regions to access Apple’s growing library of original content.

Apple TV+ Price Hike Explained

This marks the third major increase in Apple TV+ subscription prices since its launch in 2019. Initially introduced at $4.99 (approx. ₹436) per month, the service maintained its low pricing for nearly three years. In October 2022, the cost was bumped to $6.99 (₹611), followed by another hike to $9.99 (₹873) a year later. Now, with the latest revision, subscribers in the US will pay $12.99 (₹1,130) per month.

Apple clarified that new users will see the revised rates immediately, while existing subscribers will be billed at the new price after their current cycle ends.

Why the Sudden Increase?

Apple has not released an official justification, but reports suggest the hike is tied to the platform’s ad-free model and a rapidly expanding content library. In an email cited by Variety, Apple stated that:

“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.”

The service has indeed become a home to critically acclaimed and award-winning shows such as Ted Lasso, The Morning Show, Severance, and Slow Horses. Apple has also attracted big Hollywood names including Jennifer Aniston, Gary Oldman, Natalie Portman, and Cate Blanchett to its lineup of original programming.

Financial Pressure Behind the Move

Reports claim Apple has been spending over $5 billion (₹43,020 crore) annually on Apple TV+ content since its debut. Despite heavy investments, the service is said to be losing more than $1 billion (₹8,604 crore) per year. In 2024, Apple reportedly trimmed its spending by $500 million, but the company continues to push for growth in the highly competitive streaming market.

What About Annual Plans and Apple One?

Interestingly, Apple has only raised the monthly subscription fee. The annual plan for Apple TV+ remains at $99 (approx. ₹8,600), offering better long-term value for subscribers.

Additionally, there has been no change to the Apple One bundle, which combines Apple TV+ with other services such as Apple Music, iCloud storage, and Apple Arcade under one subscription.

India Pricing Remains Stable

For Indian subscribers, there’s good news — Apple TV+ continues to be available at just ₹99 per month, one of the lowest subscription costs globally. At this price point, Apple TV+ in India remains a highly affordable streaming option compared to competitors like Netflix and Disney+ Hotstar.

Conclusion

Apple’s latest decision to raise Apple TV+ subscription prices highlights the growing costs of maintaining a premium, ad-free streaming service. While subscribers in the US and other markets face higher bills, Indian users can continue to enjoy Apple TV+ at just ₹99 per month, making it one of the best-value deals in streaming today.

As the platform continues to expand its content library with award-winning shows and star-studded productions, Apple seems to be betting that viewers will be willing to pay extra for premium storytelling — at least outside India.