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).
