Apple TV Plus just announced a price hike effective immediately — here's how much you'll pay

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Editor's note: This article has been updated to reflect that this Apple TV Plus price hike is effective immediately for new customers. Existing customers still have until their next bill before they see the new pricing reflected in their plan.

Apple TV Plus was one of the last price-hike holdouts among the best streaming services. It's had a few before — first from $4.99 to $6.99, then again from $6.99 to $9.99 — but the last one came in October 2023. Since then, just about every streaming service has instituted a price hike, from Netflix to Peacock. But Apple is now raising the price of Apple TV Plus once again, and this time, it's tough to justify sticking with the streaming service.

As of today (Aug. 21), Apple TV Plus is increasing its monthly price by 30%, from $9.99 to $12.99. That's a massive price increase, though admittedly, the $3 price hike is in line with one in October 2023. If you're a current subscriber, the cost will go up when you get hit with your next bill (within 30 days).

To justify its price hike, Apple emailed several outlets with a statement, referencing a lack of ads and an increase in available shows and movies to stream (h/t Variety). "Since it [sic] 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,” Apple said. “Subscribers can explore a rich offering of thrilling dramas, epic sci-fi, feel-good comedies and live sports.”

Apple has overplayed its hand, and you shouldn't stand for it

Academy Award winner Gary Oldman returns for the fifth season of &ldquo;Slow Horses.&rdquo; — (Image credit: Apple TV Plus)

Apple is technically correct in its statement. Apple TV Plus has expanded its library since its October 2023 price hike. It also doesn't use ads to subsidize its costs — though if it's going to charge subscribers this much, maybe it should.

But the quality of the content that Apple TV Plus has added? That's questionable. Some shows are great. "Silo," "The Studio," "Slow Horses" and "Severance" are among the best shows you can stream right now, with the last three earning several 2025 Emmy nominations and the last two being among the best TV shows of the decade so far.

I'd simply sign up for the month(s) when "Slow Horses" is on, and then cancel once it's over.

The rest of Apple's shows? They're of varying quality, and most do not justify paying $13 a month. Is "Platonic" fun? Sure, but I'll skip it when I can watch everything on Paramount Plus for $8 (excluding some Showtime content), just about everything on Netflix for $8 or everything on Disney Plus, Hulu and HBO Max combined for $16 (excluding live sports on HBO Max).

The case for $13 a month for Apple TV Plus takes an even bigger hit when you add in the streaming service's library of movies. Last year, I argued the tech giant needed to stop making movies, as most have been duds. At the time, I calculated the success rate of Apple Original Films at around 17%. Since then, "F1: The Movie" has been a hit, and "Highest 2 Lowest" is showing promise based on early reviews, but "The Gorge," "Fountain of Youth" and "Echo Valley" didn't exactly hit the mark. So the success rate is now arguably better at 20%, but one in five movies being good isn't exactly a ringing endorsement for signing up for Apple TV Plus.

Especially since Apple TV Plus only brings in original content. Netflix swings and misses on plenty of shows and movies, but it sometimes adds as many shows and movies to its streaming service in a month as Apple TV Plus adds in a year.

Finally, it's really tough to justify a price hike when you're possibly about to remove content. Yahoo Sports' Kendall Baker reported earlier this week that they're hearing Apple TV Plus is getting out of the MLB business, which would significantly decrease the live sports on offer from the streaming service if true.

If Apple is so concerned about making money, it needs to start doing what every other streaming service did to get profitable — offer an ad-supported tier. Otherwise, I struggle to see why people should pay $13 a month for the streaming service. I certainly wouldn't. I'd simply sign up for the month(s) when "Slow Horses" is on, and then cancel once it's over.

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Malcolm McMillan

Malcolm has been with Tom's Guide since 2022, and has been covering the latest in streaming shows and movies since 2023. He's not one to shy away from a hot take, including that "John Wick" is one of the four greatest films ever made.

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