Apple Inc. has increased the monthly subscription price of its Apple TV+ streaming service in the United States by 30%, raising the cost from $9.99 to $12.99 starting August 21, 2025. This marks the third price hike for Apple TV+ since its launch in 2019, when it was initially priced at $4.99 per month. Despite the increase in the monthly fee, the annual subscription price remains unchanged at $99. New subscribers are required to pay the higher rate immediately, while existing users will see the price increase take effect 30 days after their next renewal. The price adjustment is part of Apple's broader strategy to generate more revenue from its services segment. The increase follows previous hikes in 2022 and 2023 and positions Apple TV+ among other streaming services that have raised prices in 2025. Apple TV+ continues to trail behind major competitors in subscriber numbers despite its growing content library, including recent hits such as "Severance" and "The Studio."