Introduction to the Apple TV+ Price Increase
Apple TV+ has raised its subscription prices worldwide, including in the UK, sparking conversations among streaming enthusiasts. The monthly subscription cost in the UK has increased from £8.99 to £9.99, a £1 jump that affects new and existing monthly subscribers. This change, effective from August 21, 2025, marks the first price hike since October 2023, reflecting Apple’s ongoing strategy to balance premium content delivery with rising operational costs. For UK viewers, this shift prompts questions about value, alternatives, and how to navigate the evolving streaming landscape.
Why Apple TV+ Is Raising Prices
The Cost of Premium Content
Apple TV+ justifies the price increase by highlighting its expanding library of high-quality original content. Since its 2019 launch, the platform has focused on exclusive shows like Ted Lasso, Severance, and The Morning Show, earning over 500 awards, including Emmys and an Oscar for CODA. Producing such premium programming comes with hefty costs—Apple reportedly spends $4.5 billion annually on content, yet loses $1 billion yearly, according to a March 2025 report from The Information. This financial strain likely drives the need for higher subscription fees.
A Strategic Move in a Competitive Market
Apple’s price hike also positions it more competitively against giants like Netflix and Disney+. While the service started at £4.99 in 2019, its monthly cost has now doubled, aligning it closer to premium-tier competitors. Unlike Netflix or Disney+, Apple TV+ remains ad-free, emphasizing quality over quantity with a curated library. This strategic shift aims to solidify Apple’s foothold in a crowded market while leveraging its ecosystem, like free trials with new device purchases, to retain subscribers.
Global Trends in Streaming Price Adjustments
The price increase isn’t unique to Apple. In the UK, Disney+ raised its standard plan to £8.99–£12.99 in October 2024, and Paramount+ adjusted prices to £4.99–£10.99 in November 2024. Streaming platforms worldwide are grappling with rising production costs and the need to sustain subscriber growth. Apple’s move reflects a broader industry trend where services adjust pricing to fund high-budget originals while balancing consumer expectations.
How the Price Hike Affects UK Subscribers
New Monthly Price: £9.99
Starting August 21, 2025, new UK subscribers will pay £9.99 per month after a seven-day free trial. Existing monthly subscribers will see the increase 30 days after their next billing cycle. This £1 hike translates to an 11% annual increase, or £12 more per year, which may feel significant for budget-conscious households juggling multiple streaming services.
Annual Subscription: A Cost-Saving Option
The annual Apple TV+ subscription remains unchanged at £89, offering a savings of £30.88 compared to paying £119.88 monthly over a year. For committed viewers, this upfront payment is a smart way to lock in savings. It’s a rare win in a market where annual plans often see similar hikes, making it an attractive option for loyal fans of Apple’s originals.
Apple One Bundle: Unaffected for Now
The Apple One bundle, which includes TV+, Music, Arcade, and iCloud storage, hasn’t seen a price increase. Plans start at £18.95 for individuals and go up to £36.95 for the premier tier. For UK subscribers using multiple Apple services, bundling remains a cost-effective way to access TV+ without feeling the full sting of the standalone price hike.
Comparing Apple TV+ to Other Streaming Services
Apple TV+ vs. Competitors: Price and Value
To understand Apple TV+’s value post-hike, let’s compare it to other major UK streaming services:
| Streaming Service | Monthly Cost | Annual Cost | Free Trial | Ad-Free Option | Content Focus |
|---|---|---|---|---|---|
| Apple TV+ | £9.99 | £89 | 7 days | Yes | Originals only |
| Netflix Standard | £12.99 | £155.88 | No | Yes | Broad library |
| Disney+ Standard | £8.99 | £89.90 | No | Yes | Disney, Marvel, Star Wars |
| Amazon Prime Video | £8.99 | £95 (full Prime) | 30 days | £2.99 extra | Broad library + perks |
| Paramount+ Premium | £10.99 | N/A | 7 days | Yes | TV networks + originals |
Apple TV+’s £9.99 price sits between Disney+’s standard plan and Netflix’s standard tier. Its ad-free, 4K experience is competitive, but the smaller library may deter those seeking variety.
Pros and Cons of Apple TV+
Pros:
- High-quality, award-winning originals like Severance and Ted Lasso.
- Ad-free streaming with 4K HDR and Spatial Audio.
- Annual subscription saves £30.88 compared to monthly payments.
- Accessible across devices, including Android and Prime Video Channels.
Cons:
- Smaller content library compared to Netflix or Disney+.
- Price has doubled since 2019, potentially alienating budget-conscious users.
- No ad-supported tier to lower costs.
- Limited live content compared to competitors like Paramount+.
Navigating the Price Hike: Tips for UK Subscribers
Explore Free Trials and Promotions
Apple offers several ways to access TV+ without immediate cost:
- New Device Purchase: Get three months free with eligible Apple devices.
- Currys Loyalty Scheme: Up to two months and three weeks free.
- EE, O2, or Virgin Media: Up to six months free with specific plans.
- Apple One Trial: One month free when bundling with other Apple services.
These promotions can help new or returning subscribers test the service before committing to the new price.
Consider the Annual Plan
If you’re hooked on shows like Slow Horses or Foundation, the £89 annual plan is a no-brainer. It effectively reduces the monthly cost to £7.42, saving you nearly £31 annually. This option is ideal for viewers planning to stick with Apple TV+ long-term, especially since the annual price hasn’t increased.
Subscribe via Prime Video Channels
As of August 2025, Apple TV+ through Amazon’s Prime Video Channels remains at £8.99 per month, though this may change soon. Subscribing this way requires an Amazon Prime membership (£8.99/month or £95/year) but allows you to access Apple’s content at the old price temporarily. Note that logins are separate, and device-related free trials don’t apply.
Rotate Your Subscriptions
With streaming costs adding up—£383.64 annually for ad-free Apple TV+, Disney+, and Netflix combined—consider rotating services. Subscribe to Apple TV+ only when new seasons of favorites drop, like The Morning Show (September 17, 2025) or Slow Horses (September 24, 2025). Cancel afterward to save, as Apple allows penalty-free cancellations anytime.
The Value of Apple TV+’s Content
A Focus on Quality Over Quantity
Unlike Netflix’s vast library or Disney+’s family-friendly catalog, Apple TV+ bets on a curated selection of originals. Shows like Severance (27 Emmy nominations in 2025) and The Morning Show have built a loyal fanbase. Films like CODA and upcoming releases like Highest 2 Lowest add cinematic appeal. For viewers who prioritize storytelling over endless scrolling, this approach delivers.
Top 10 Shows to Watch on Apple TV+
Here’s a snapshot of Apple TV+’s current top offerings:
- Foundation – Epic sci-fi saga based on Isaac Asimov’s novels.
- Platonic – Heartwarming comedy about lifelong friends.
- Invasion – Gripping alien invasion drama.
- Chief of War – Historical epic with intense action.
- Ted Lasso – Feel-good comedy with global acclaim.
- Slow Horses – Spy thriller with sharp wit.
- Smoke – Emotional drama exploring human connections.
- Severance – Mind-bending workplace mystery.
- Silo – Dystopian sci-fi with rich world-building.
- The Morning Show – Star-studded drama on media and power.
These shows, all ad-free and in 4K, justify the price for fans of premium content, though the limited library may not suit everyone.
Personal Story: Why I Stick with Apple TV+
As a long-time subscriber, I remember binge-watching Ted Lasso during a rainy UK weekend, laughing and crying through its heartfelt moments. The £4.99 price in 2019 felt like a steal, but even at £9.99, I find value in Apple’s ad-free experience. Last month, I watched Severance’s season two premiere, and its chilling narrative kept me hooked. While the price hike stings, the annual plan saves me enough to justify staying for gems like these.
Consumer Reactions and Market Outlook
Mixed Sentiments Among UK Subscribers
Posts on X reflect frustration among some UK users, with many feeling the £9.99 price pushes Apple TV+ into premium territory without the content volume to match Netflix or Disney+. Others praise its ad-free model and quality, arguing the annual plan mitigates the increase. This divide highlights a challenge: Apple must prove its curated library justifies the cost in a market where subscribers juggle multiple services.
The Future of Streaming Economics
Apple’s price hike mirrors industry-wide shifts. As streaming becomes the dominant entertainment medium, platforms face pressure to balance production costs with subscriber retention. Apple’s ad-free stance and focus on originals set it apart, but competitors like Disney+ (£4.99 ad-supported tier) offer cheaper alternatives. Future moves, like potential ad-supported tiers or expanded live content, could shape Apple TV+’s trajectory.
People Also Ask (PAA) Section
What is the new Apple TV+ subscription price in the UK?
The new monthly price for Apple TV+ in the UK is £9.99, up from £8.99, effective August 21, 2025. The annual plan remains £89, offering significant savings.
How can I save money on Apple TV+?
Opt for the £89 annual plan to save £30.88 yearly, explore free trials with Apple device purchases or Currys’ loyalty scheme, or subscribe via Prime Video Channels at £8.99 (for now).
Is Apple TV+ worth the price increase?
For fans of premium originals like Ted Lasso and Severance, the ad-free, 4K experience justifies the £9.99 price. However, those seeking a broader library may find better value elsewhere.
Can I cancel my Apple TV+ subscription?
Yes, you can cancel penalty-free anytime via your Apple ID settings under “Subscriptions.” Access continues until your next billing date.
FAQ Section
Why did Apple TV+ raise its prices in the UK?
Apple cites the expansion of its high-quality original content library and rising production costs as reasons for the £1 increase to £9.99 monthly. The service remains ad-free with 4K streaming.
Does the price hike affect Apple One subscribers?
No, the Apple One bundle prices (£18.95–£36.95) remain unchanged, making it a cost-effective option for those using multiple Apple services.
Are there ways to get Apple TV+ for free?
Yes, you can get free trials through new Apple device purchases (three months), Currys’ loyalty scheme (up to two months), or EE, O2, and Virgin Media offers (up to six months).
How does Apple TV+ compare to Netflix and Disney+?
Apple TV+ (£9.99) is cheaper than Netflix Standard (£12.99) but slightly pricier than Disney+ Standard (£8.99). It offers ad-free 4K but a smaller, originals-only library.
When will existing subscribers see the price increase?
Existing monthly subscribers will see the £9.99 price 30 days after their next billing cycle, starting from August 21, 2025.
Conclusion: Is Apple TV+ Still Worth It?
The Apple TV+ price hike to £9.99 in the UK reflects the streaming industry’s evolving economics, balancing premium content with financial sustainability. For fans of its award-winning originals, the ad-free, 4K experience and annual plan savings keep it competitive. However, budget-conscious viewers may need to weigh its limited library against broader platforms like Netflix or Disney+. By exploring trials, bundling with Apple One, or rotating subscriptions, UK subscribers can maximize value. As streaming costs rise, Apple TV+’s focus on quality over quantity will determine its place in your entertainment lineup.
For more details on Apple TV+ subscriptions, visit Apple’s official website. To compare streaming services, check out MoneySavingExpert’s guide.
