Apple is raising the price of its streaming service again, a move that will hit new subscribers immediately and existing customers within weeks. The company says the new rates take effect on August 28 for anyone signing up after that date, while current subscribers will receive about a month’s notice before the higher charge appears on their bill.
What’s changing and when
The core subscription increases are straightforward: the monthly plan jumps from $12.99 to $14.99, and the annual plan climbs from $99 to $119 per year. Apple confirmed the timeline for new sign-ups and the advance notice for current members as part of the announcement.
- Effective date for new subscribers: August 28
- Monthly price: $12.99 → $14.99
- Annual price: $99 → $119
- Existing subscribers: will be notified about a month before the new rate is applied
How this fits the wider streaming market
This increase continues a recent pattern: Apple raised the monthly fee in August 2025 when it moved the price up from $9.99 to $12.99. The latest adjustment comes on the heels of other platforms boosting costs — most recently Peacock, which increased its own pricing and now stands as one of the priciest ad-supported options in the U.S.
For viewers who follow shows such as Ted Lasso, Silo or Dark Matter, the higher subscription may prompt a reassessment of household streaming budgets or push some users toward bundles like Apple One. It also narrows the gap between Apple’s offering and competitors that have already moved their price points upward.
What subscribers should watch for
Apple will send billing notices to affected accounts, so subscribers will know in advance when the new price will appear. Account holders should review their renewal dates and billing emails to see whether the change applies to their plan immediately or after the notification period.
While the change is modest for some households, repeated hikes can add up over time — especially for people who keep several streaming subscriptions. The latest increase underscores how quickly monthly media costs are rising across the sector.
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Hello, I’m Beckett. I cover series and show news for you to make your evenings more captivating.