One of the world’s biggest companies has risked angering its 45 million customers by raising prices of its TV streaming service. 

Starting today, new US subscribers to Apple TV will pay $12.99 a month, up a third from $9.99.

Experts are now warning rivals Disney, HBO Max and Paramount+ will follow. Netflix raised prices in January. 

Apple bosses say the hike is justified because of its hit shows like Severance and Slow Horses — and because it does not have ads like rivals. 

Customers have expressed concern over the price increase. “I subscribed when it was $4.99 and felt uneasy when it rose to $9.99. This is too much for me, so I’m canceling,” said Alex Palmer, 33, from Los Angeles, to the Daily Mail.

Today’s increase marks the first since October 2023, but the price has now surged 160 percent since its late 2019 launch at $4.99. 

Current subscribers will experience the new pricing within 30 days of their upcoming renewal. The company has yet to clarify if this will impact Apple One, their bundled subscription package.

Last month, Peacock raised its prices by up to 40%, reflecting a broader move in the streaming industry as services strive for profitability after years of significant spending on top-tier content.

US actress Sydney Sweeney attends the Apple TV+ premiere of Echo Valley at AMC Lincoln Square 13 in New York City in June

Upcoming premieres include season five of Slow Horses on September 24

“Since its debut, Apple TV+ has expanded to include hundreds of Apple Originals, offering thousands of hours of high-quality, ad-free programming across all genres and weekly new releases,” the company stated.

‘Subscribers can explore a rich offering of thrilling dramas, epic sci-fi, feel-good comedies, and live sports.’

The price hike applies in the US and select international markets, though Apple has not specified which foreign countries will be affected. 

Future releases include the fourth season of The Morning Show on September 17, the fifth season of Slow Horses on September 24, Vince Gilligan’s Pluribus on November 7, and movies like Highest Two Lowest on September 5 and The Lost Bus on October 3.

Apple TV+ also hosts Emmy-nominated series like Severance and Seth Rogen’s The Studio, along with children’s shows, Peanuts specials, and live sports events, such as Major League Baseball’s Friday Night Baseball and Major League Soccer games.

The service has been losing more than $1 billion annually, as spending on premium content has exceeded revenue, according to a March 2025 report by The Information.

Apple has not broken out financial results for the service and has not publicly commented on the losses.

The streaming service originally launched in November 2019 at $4.99 a month and has gradually increased pricing as it expanded its content library.

Peacock’s biggest TV shows, including Love Island, will get more expensive for new customers to watch in five days

Over the past 18 months, all the major streamers have increased prices.

In January, Netflix raised prices for its ad tier subscription to $7.99. Paramount Plus did the same last June. 

Max, Hulu, and Disney+ all hiked their entry level prices to $9.99, while Prime Video costs $8.99 a month.