Apple has confirmed another price increase for Apple TV+, effective August 21, 2025. The monthly subscription in the U.S. is climbing from $9.99 to $12.99 — a 30% jump that takes effect immediately for new subscribers. Existing subscribers will see the new pricing 30 days after their next renewal date, giving them a short grace period before the higher rate kicks in.
This marks the third major price hike for Apple’s streaming platform since its 2019 debut:
- 2019 launch: $4.99/month
- 2022: Raised to $6.99/month
- 2023: Increased to $9.99/month
- 2025: Now $12.99/month
That’s more than double the original cost in just six years.
Annual Plans and Bundles: The Better Value
While monthly subscribers are getting hit hardest, Apple has left some options untouched:
- Annual Plan: Still $99/year (~$8.25/month). With the new monthly rate at $12.99, this now represents significant savings for anyone willing to pay upfront.
- Apple One Bundles: Prices remain unchanged, starting at $19.95/month. Apple One packages TV+ with services like iCloud+, Apple Music, and Apple Arcade — and could now be the best deal for families or heavy Apple users.
For budget-conscious streamers, switching to the annual plan or bundling under Apple One makes more sense than ever.
Why the Price Hike?
Apple has framed the increase as a reflection of its “investment in premium, ad-free original content.” And it’s true: Apple TV+ has quickly earned a reputation for quality over quantity. Series like Severance, Ted Lasso, and Slow Horses have racked up Emmys and Golden Globes, and Apple even made history in 2022 when CODA became the first streaming film to win Best Picture at the Oscars.
But behind the prestige, Apple TV+ has faced tough economics. Analysts estimate the service has lost over $1 billion annually since launch, largely because of its relatively small content library compared to competitors. With Netflix offering thousands of titles and Disney+ backed by Marvel, Pixar, and Star Wars, Apple TV+ relies on its handful of critically acclaimed originals — and Apple is betting subscribers will pay more for quality.
Industry Context: Streaming Is Getting Pricier Everywhere
Apple’s price hike doesn’t exist in a vacuum. Across the industry, streaming has become more expensive:
- Netflix added ad-supported and premium tiers, while nudging standard plans upward in 2025.
- Peacock increased its monthly rates earlier this year.
- Disney+ and Hulu both raised prices in 2024, while simultaneously pushing their ad-supported bundles.
The golden age of cheap streaming is officially over. As more services raise prices, consumers are re-evaluating which platforms to keep — and which to cancel.
Subscriber Reactions: Frustration and Threats to Cancel
Unsurprisingly, the reaction online has been swift and negative. On Reddit, some subscribers voiced frustration:
- “$3 is wild. This is essentially a 33% increase.”
- “If they had somewhat of a bigger back catalog… I’m gonna cancel.”
While some loyal fans may stick around for prestige hits like Severance Season 2 or new launches like Midnight Family, others may walk away — especially those juggling multiple subscriptions.
What You Should Do
Here’s a quick breakdown of your options under the new pricing:
| Subscription Type | Price | Notes |
|---|---|---|
| Monthly (new users) | $12.99/month | Immediate new rate |
| Monthly (current users) | $12.99/month | Starts 30 days after next renewal |
| Annual | $99/year (~$8.25/month) | Best value; unchanged for now |
| Apple One Bundle | From $19.95/month | Bundled savings across Apple services |
Tips:
- Switch to annual: If you’re planning to keep Apple TV+ long-term, $99/year is a much better deal.
- Bundle up: If you already use Apple Music, iCloud, or Arcade, Apple One offers the most value.
- Rotate services: Some subscribers are adopting a “streaming rotation” strategy — subscribing to one or two services at a time, bingeing what they want, and canceling before the next renewal.
The Bottom Line
Apple TV+ is no longer the bargain it once was. At $12.99/month, it’s now priced closer to Netflix, Max, and Disney+ — but with a far smaller library. Apple is gambling that its premium, award-winning originals justify the higher cost.
For consumers, the decision is simple: if Apple TV+’s small but growing library has enough must-watch content for you, consider the annual plan or an Apple One bundle. If not, it might be time to rotate it out of your subscription stack.
Latest About Apple TV Free Trial
Looking for a way to enjoy Apple TV+ without spending money right away? You’re in luck, as Apple offers several ways to access their streaming service for free. Apple provides a standard 7-day free trial to anyone interested in sampling their original content before committing to a paid subscription.
For those purchasing new Apple devices, the deal gets even better. When you buy a new iPhone, iPad, Apple TV, or Mac from Apple or an authorized reseller, you’ll receive a generous three-month free trial of Apple TV+. This gives you plenty of time to explore shows like “Ted Lasso,” “The Morning Show,” and “Severance” without any immediate cost.
These free trials automatically convert to paid subscriptions if not canceled before the trial period ends. However, they provide an excellent opportunity to determine if Apple’s growing library of original content matches your entertainment preferences before you start paying the monthly fee.
Key Takeaways
- Apple offers a standard 7-day free trial for everyone and a 3-month free trial with new device purchases
- Free trials automatically convert to paid subscriptions if not canceled before the end date
- Multiple legitimate ways exist to try Apple TV+ content at no initial cost
Understanding Apple TV Free Trial Offers
Apple TV+ offers several ways to access their streaming service without paying upfront. Free trials serve as a gateway for potential subscribers to explore Apple’s growing library of original content.
Eligibility Criteria for Apple TV Free Trials
Anyone with an Apple ID can sign up for the standard 7-day free trial of Apple TV+. This basic option is available to all new subscribers who haven’t previously used a free trial period.
The more generous three-month free trial comes with purchasing eligible Apple devices. Qualifying products include new iPhones, iPads, Macs, and Apple TV streaming boxes. This offer must be redeemed within 90 days of device activation.
Some mobile carriers and smart TV manufacturers partner with Apple to offer extended trials. For example, T-Mobile includes Apple TV+ in certain phone plans, while some Samsung TV models come with Apple TV+ trial offers.
Family Sharing extends free trial benefits to up to six family members using a single subscription.
Current Apple TV+ Trial Promotions
The standard 7-day free trial remains Apple’s baseline offering for new subscribers. This short window gives viewers a quick taste of content like “Ted Lasso” and “The Morning Show.”
Apple’s three-month trial with device purchase continues to be their most popular promotion. This longer period allows users to explore Apple’s content library more thoroughly.
In early 2025, Apple offered a special weekend of free access from January 3-5, opening the service to everyone regardless of subscription status.
Some Apple products like AirPods and Apple Watch occasionally include shorter free trial periods of 3-6 weeks.
Students with an Apple Music student subscription receive Apple TV+ bundled at no additional cost for the duration of their music subscription.
How to Activate Your Free Trial on Various Devices
On Apple devices, activation is straightforward. Users simply open the Apple TV app, sign in with their Apple ID, and follow the prompts to start their free trial.
For non-Apple platforms like Roku, Android phones, or smart TVs, users must download the Apple TV app from the appropriate app store. After installation, signing in with an Apple ID enables the free trial activation process.
Web browser access works through tv.apple.com, where users can sign up using any laptop or desktop computer.
It’s important to set a calendar reminder about the trial end date. Apple automatically converts free trials to paid subscriptions unless canceled at least 24 hours before the trial ends.
Payment information is required even for free trials, but no charges occur until the trial period concludes.
Navigating the Apple TV+ Subscription Post-Trial
After your Apple TV+ free trial ends, you’ll need to decide whether to continue with the service. Understanding your options and the subscription details will help you make the best choice for your entertainment needs.
Assessing Apple TV+ Cost and Value
Apple TV+ costs $9.99 per month after the free 7-day trial period ends. This price gives subscribers access to the entire catalog of Apple Originals without ads.
Family Sharing is included with every subscription, allowing up to six family members to share one account. This feature significantly increases the value proposition compared to other streaming services.
When evaluating the cost, consider the growing library of exclusive content. Shows like “Ted Lasso,” “Slow Horses,” “Silo,” and “The Morning Show” have received critical acclaim and numerous awards.
The service offers less content than Netflix or Hulu, but focuses on quality over quantity with high-production value shows and films.
Students can access Apple TV+ as part of the Apple Music student plan, providing additional value for those in college or university.
Canceling Your Apple TV+ Subscription
To cancel Apple TV+, users should navigate to Settings on their Apple device, select their Apple ID, and tap on “Subscriptions.” There, they can select Apple TV+ and choose “Cancel Subscription.”
The cancellation can be done at any time, even immediately after activating the free trial. This prevents any automatic charges when the trial period ends.
For those who signed up through other devices, cancellation methods vary:
- On Apple TV devices: Settings > Users & Accounts > Subscriptions
- On non-Apple devices: Visit tv.apple.com and sign in to manage subscriptions
- Through third-party billing: Contact the third-party provider directly
Apple sends a reminder email before the free trial converts to a paid subscription, giving users a chance to cancel.
Exploring Content and Exclusive Originals
Apple TV+ offers a diverse catalog of exclusive original programming not available on any other platform. The service focuses on premium content rather than licensed shows from other networks.
Popular Apple TV+ Originals:
- Ted Lasso (comedy series)
- The Morning Show (drama series)
- Slow Horses (spy thriller)
- Silo (sci-fi series)
- Severance (psychological thriller)
The platform regularly adds new original films, documentaries, and series each month. Their documentaries cover topics ranging from nature and sports to music and technology.
Apple has partnerships with leading filmmakers, producers, and actors, ensuring high-quality productions. Many of their shows have received Emmy and Academy Award nominations.
The content library is family-friendly with dedicated children’s programming alongside adult-oriented shows.
Subscription Options Beyond the Trial
The standard Apple TV+ subscription is straightforward, but there are other ways to access the service that might provide better value.
Apple One bundles combine Apple TV+ with other Apple services including Apple Music, Apple Arcade, iCloud+ storage, Apple News+, and Apple Fitness+. The Individual plan starts at $19.95, while Family and Premier tiers offer more services and storage.
Promotional offers frequently appear with new Apple device purchases, which can include 3 months of free Apple TV+.
Some mobile carriers and credit card companies partner with Apple to offer extended free trials or discounted subscriptions to their customers.
Seasonal promotions may provide limited-time discounts, especially around holidays or major content releases.
Users can switch between these options at any time through their Apple ID settings.
Frequently Asked Questions
Apple TV+ offers various free trial options with specific conditions and requirements. Understanding how to activate, manage, and cancel these trials helps users get the most value from the service.
How can one activate the Apple TV+ free trial offer?
To activate the Apple TV+ free trial, users need to sign in with their Apple ID on a compatible device. They can then open the Apple TV app and select the Apple TV+ tab. The app typically displays the free trial offer prominently.
Users must have a valid payment method on file to start the trial. The standard free trial lasts for 7 days before the monthly subscription of $9.99 begins.
What are the requirements to be eligible for an Apple TV+ free trial?
The basic requirement for the standard 7-day free trial is having an Apple ID with a valid payment method attached. For the extended one-year free trial, users must purchase a new eligible Apple device.
Eligible devices typically include new iPhones, iPads, Mac computers, and Apple TV boxes. The offer must be redeemed within 90 days of device activation.
How does a user redeem a promotional code for an Apple TV+ trial period?
To redeem a promotional code, users should open the Apple TV app on their device. They can then navigate to the account settings section within the app.
Look for the “Redeem Gift Card or Code” option. Enter the promotional code and follow the on-screen instructions to activate the trial period.
Are there any special terms and conditions governing the Apple TV+ free trial?
The free trial automatically converts to a paid subscription when it expires. Users are limited to one free trial per Apple ID, regardless of the device used.
Family Sharing allows up to six family members to share one Apple TV+ subscription. The trial can be canceled at any time before it expires to avoid charges.
Can the Apple TV+ free trial be extended beyond the initial offer period?
Apple occasionally offers extensions to free trial periods, especially for early adopters. These extensions are typically announced via email to eligible subscribers.
Users who purchase multiple eligible devices cannot stack free trial periods. Once a user has redeemed a one-year free trial, they generally cannot claim another extended trial.
What steps need to be taken to cancel the Apple TV+ subscription before the trial ends?
To cancel, users should open the Settings app on their device and tap on their Apple ID at the top. Then select “Subscriptions” from the menu.
Find Apple TV+ in the list of active subscriptions and tap on it. Select “Cancel Subscription” and confirm the cancellation. Users will continue to have access until the end of the trial period.
