Price history
Apple TV+ price history
Every documented US price for Apple TV+’s Monthly (ad-free) plan, from November 2019 to today — each change dated to the month it took effect and tied to the report that documented it.
Last verified August 2026 · 3 documented changes · tracked since November 2019
$4.99 in 2019 is $12.99 today
US list price for new subscribers on the Monthly (ad-free) plan. The line holds flat between documented changes because that is what prices do — nothing here is interpolated.
- Today
- $12.99/mo
- Monthly (ad-free)
- Since Nov '19
- +160%
- from $4.99/mo
- Last change
- Aug '25
- to $12.99/mo
Every documented change
Oldest first. Each row is a price that actually took effect for new subscribers, with the report that documented it.
| Effective | Price | Change | Source |
|---|---|---|---|
| November 2019 | $4.99/mo | First documented price | CNBC |
| October 2022 | $6.99/mo | +$2.00 (+40%) | CNBC |
| October 2023 | $9.99/mo | +$3.00 (+43%) | CNBC |
| August 2025 | $12.99/mo | +$3.00 (+30%) | TechCrunch |
Newest changes across every tracked service live on the price changelog.
What that adds up to
Apple TV+ has moved 3 times since November 2019, from $4.99 to $12.99/mo — +160% in 7 years.
A year at today’s price is $156, which is $96 more per year than at the first documented price. Price rises rarely announce themselves on your statement — they just show up.
Prices are US list prices for new subscribers on the Monthly (ad-free) plan, recorded at the month each change took effect; existing subscribers are usually moved a billing cycle or two later. Full methodology on the Streaming Price Index.
More video streaming price histories
Still worth it at $12.99/mo?
If the answer is no, the cancellation guide covers every way Apple TV+ can be billed — directly, or through Apple, Google or Amazon — and what happens to your access after you cancel.