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Apple TV+ just shocked subscribers with a 30% price hike. The monthly plan jumped from $9.99 to $12.99 starting August 21, 2025. New users pay the higher rate immediately. Existing subscribers will see the increase kick in within 30 days of their renewal date.

The change impacts more than just U.S. customers. Prices are climbing worldwide, although exact amounts vary by region. In the U.S., the bump adds up to $36 more per year for monthly subscribers. That is not small change when stacked against rising costs for other streaming services.

Apple defended the increase by pointing to its ad-free model and a steady stream of new original shows. Still, the move has frustrated many loyal subscribers, and some are already canceling.

 

 

 

Why this price increase matters

Streaming competition is fierce. While other services like Netflix, Hulu,  Disney+, Amazon Prime Video, Paramount+, and HBO Max have added cheaper ad-supported plans, Apple TV+ remains one of the only major platforms without one. That makes the new rate feel even steeper for budget-conscious viewers.

We reached out to Apple for comment, and the company highlighted the following in its statement to CyberGuy:

“Since its launch, Apple TV+ has expanded its deep library of hundreds of exclusive 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. Coming up, Apple TV+ will debut returning hits including Season 4 of “The Morning Show” on September 17, Season 5 of “Slow Horses” on September 24, Vince Gilligan’s highly anticipated “Pluribus” on November 7, and Apple Original Films like “Highest 2 Lowest” on September 5 and “The Lost Bus” on October 3. Apple TV+ is also home to award-winning shows like “Severance” – this year’s most Emmy®-nominated series with 27 nominations – and “The Studio,” which made history as the most-nominated freshman comedy ever with 23 nominations.”

Popular shows such as Severance (renewed for season 3) and Vince Gilligan’s new series Pluribus may not be enough to convince subscribers to stay.

If you are still considering canceling, there are smarter ways to save before pulling the plug.

 

8 easy ways to skip the Apple TV+ 30% price hike

If the higher price has you rethinking your subscription, these 8 strategies can help you save money while still enjoying Apple TV+ on your terms.

 

1) Consider the Apple One bundle

Apple One combines several services at a lower price than subscribing individually. Options include:

• Individual: Apple Music, Apple TV+, Apple Arcade, and 50 GB iCloud for $19.95/month (saves about $9).
• Family: Same bundle, plus 200 GB iCloud for $25.95/month (saves about $11).
• Premier: Adds Apple News+ and Fitness+, with 2 TB iCloud for $37.95/month (saves about $29).

If you already pay for multiple Apple services, this route can save significant money each month.

 

2) Stick with the annual plan

The annual plan still costs $99. That breaks down to about $8.25 per month, well below the new $12.99 monthly rate. If you know you will keep watching for at least a year, this is the simplest way to lock in savings.

 

3) Time your subscription wisely

If you only watch a couple of Apple TV+ shows, subscribe only when they release new seasons. For example, some fans sign up during Slow Horses or Severance, then cancel right after finishing. This way, you only pay for the months you actually watch instead of carrying the subscription year-round.

 

4) Leverage promotions and bundles

Buying a new Apple device often includes three free months of Apple TV+. Some wireless carriers and internet providers also throw in Apple TV+ as a perk. For example, T-Mobile has offered it as part of select plans. Check your carrier or broadband provider to see if you qualify for free access.

 

5) Share with family or friends

Apple TV+ allows up to six users under Family Sharing at no extra charge. If someone in your household, or even a trusted friend, is already subscribed, you can join their plan and split the cost.

 

6) Look for credit card or rewards perks

Some credit cards, especially those tied to tech or travel rewards, offer streaming credits that cover Apple TV+ either fully or partially. It’s worth checking your benefits portal for hidden streaming perks.   More of our picks here:

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7) Rotate streaming services

Many households subscribe to multiple platforms at once. Instead of keeping them all year-round, rotate them. Cancel Apple TV+ while you catch up on Netflix or Hulu, then come back when Apple drops new seasons. This keeps costs down without losing out.

 

8) Take advantage of student or loyalty offers

Students sometimes get Apple TV+ bundled with Apple Music at no extra cost. Other programs, such as referral credits or retail loyalty deals, can also help you cut down your monthly bill. Always check for limited-time offers before renewing at full price.

 

Deals

 

 

Related Links:

• How to cut streaming service costs and save money
• 8 simple steps to ditch cable and save money with streaming
• How to protect yourself from streaming hacks

 

Kurt’s key takeaways

Apple TV+ may remain one of the few ad-free streaming services, but the new 30% price hike will make many rethink its value. Thankfully, with the right strategies, such as switching to the annual plan and leveraging bundles, you can soften the blow and keep streaming without breaking the bank.

The real question is this: if Apple keeps raising prices, will you keep paying or finally cancel? Let us know in the comments below.

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