Yes, Apple TV+ raised its prices in October 2024

Apple TV+ increased subscription prices across all tiers in October 2024. The Standard plan (with ads) went from $5.99 to $6.99 per month. The Standard plan (ad-free) rose from $9.99 to $11.99 per month. The Premium plan climbed from $19.99 to $22.99 per month. These are the prices in the United States; prices vary by country and currency.

If you subscribed before the price increase, you kept your old rate for a period of time — Apple typically grandfathers existing subscribers for several months before the new price takes effect on their account. You will see a notification in the Apple TV app or receive an email when your price is about to change. At that point, you can choose to stay at the new price, downgrade to a cheaper tier, or cancel.

Key Takeaways

  • Apple TV+ raised prices in October 2024 for all three subscription tiers, with increases ranging from $1 to $3 per month depending on which plan you have.
  • Existing subscribers were not charged the new price when ready; Apple gave them several months at the old rate before the increase took effect.
  • You will receive a notification before your price changes, and you can downgrade to a lower tier or cancel if you prefer not to pay the new amount.
  • The Standard plan with ads remains the cheapest option at $6.99 per month and does not require a yearly commitment.

What each tier costs now and what you get

The Standard with Ads plan is now $6.99 per month. You watch shows and movies with ads, and you can stream on one device at a time. This tier has no contract — you can cancel anytime.

The Standard plan (ad-free) is now $11.99 per month. You watch without ads and can stream on two devices at the same time. This is useful if two people in your household want to watch different things.

The Premium plan is now $22.99 per month. You get no ads, can stream on up to four devices at once, and access the highest video quality (4K and Dolby Vision on supported devices). Premium also includes spatial audio on compatible devices.

When the price change hits your account

If you were already subscribed before October 2024, Apple did not charge you the new price right away. Instead, you continued paying your old rate for several months. Apple sent you an email or in-app notification telling you the exact date your price would increase.

New subscribers who sign up after October 2024 are charged the new prices from day one. There is no way to lock in the old price if you are starting a fresh subscription now.

If you are a student, you may have a different price through Apple's student discount program. Family Sharing members who are not the account holder do not pay separately — the primary account holder pays one price for the whole family.

How to check your current price and plan

Open the Apple TV app on any device where you are signed in. Go to your account settings (usually found by tapping your profile picture or initials). Select "Subscriptions" or "Manage Subscription." You will see your current plan name, the monthly cost, and the date your next charge is due.

If you use Apple One (a bundle that includes Apple TV+, Apple Music, iCloud storage, and other services), your Apple TV+ subscription is part of that bundle price. Changing your Apple TV+ tier may affect your Apple One cost, so check before you make changes.

Your options when the price increase takes effect

When Apple notifies you that your price is about to change, you have three choices. You can accept the new price and keep your current plan. You can downgrade to a cheaper tier — for example, switching from Standard to Standard with Ads would lower your monthly cost. Or you can cancel your subscription entirely.

If you downgrade, you lose features tied to the higher tier. Downgrading from Premium to Standard means you can no longer stream on four devices at once, and you lose access to 4K video. Downgrading to the ads tier means you will see advertisements.

Canceling is straightforward: go to your account settings, find the subscription, and select "Cancel Subscription." You keep access until the end of your current billing period, then your account closes. You can resubscribe anytime later.

Why Apple raised prices

Apple has not published a detailed explanation, but streaming services typically raise prices to cover the cost of producing and licensing content, paying for server infrastructure, and supporting customer service. Apple TV+ has released shows and films that won awards and attracted viewers, and those productions are expensive.

Price increases are common across the streaming industry. Most major services have raised prices at least once since launching. The increases usually happen a year or more apart, not every month.

Frequently Asked Questions

Do I have to pay the new price right now?

No. If you subscribed before October 2024, you kept your old price for several months. Apple sent you a notification with the date the new price takes effect on your account. New subscribers are charged the new price from the start.

Can I get the old price back if I cancel and resubscribe?

No. Once the price increase is in effect, all new subscriptions and reactivated accounts are charged at the new rate. Canceling and signing back up does not bring back the old price.

Does the price increase explore if I have Apple One?

Yes. Apple One bundles include Apple TV+, and the bundle price increased along with the standalone subscription prices. Your Apple One cost will go up when your subscription renews at the new rate.

What if I share my Apple TV+ with family members?

The primary account holder pays one price, and family members added through Family Sharing watch at no extra cost. The price increase applies to the primary account holder's bill, not to individual family members.

Is there a yearly payment option to save money?

Apple TV+ does not offer a yearly subscription option. You pay month to month on all three tiers. Some other streaming services offer annual plans at a discount, but Apple TV+ requires monthly payments.