A 30% price hike in August means some Apple TV+ subscribers could see higher bills without noticing. The catch: auto-renew keeps charging silently, unless you shut it off in settings before the next cycle.
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The latest price jump leaves many feeling blindsided. August’s increase wasn’t just a few cents; it landed as a full 30% bump, forcing households to check whether streaming budgets can stretch. The real risk is that auto-renew keeps billing silently, stacking higher totals month after month unless action is taken.
What’s changing for Apple TV+ subscribers this fall
The jump in subscription cost began in August 2025, with bills reflecting the new higher rate almost immediately. For many, that means the next charge in September arrives heavier than expected. The change exposes the hidden danger of subscriptions — quiet increases that slip by unnoticed unless users check their settings.
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The sharp increase has frustrated long-time subscribers who stayed through earlier promotions. Some say the new higher cost feels like a betrayal, especially while new users are courted with limited-time offers.
“Price loyalty should be rewarded, not punished,” — Jordan Miles, digital media analyst.
What steps can stop the next surprise bill
The only reliable defense is manual action. Turning off auto-renew before the next cycle guarantees you won’t be charged at the higher rate. Users who want to stay can still re-subscribe later, but without losing control of the billing date.
| Step | Detail | Deadline |
|---|---|---|
| 1 | Open phone settings and tap Subscriptions | Before next billing date |
| 2 | Select Apple TV+ from active list | Immediately |
| 3 | Toggle “Cancel Auto-Renew” | Confirm before renewal date |
| 4 | Save confirmation screen | Same session |
What to expect by October 2025 if you stay subscribed
If you let auto-renew continue, the new higher charge will appear again in October 2025, compounding the overall yearly cost. Over 12 months, the 30% hike adds up to a significant hit to streaming budgets, especially for households juggling multiple platforms.
Early signal of a wider subscription squeeze
The August 2025 increase may be an early signal that more streaming services could raise prices in the coming year. While no announcements are confirmed, the pattern appears to be subscription companies testing how far households can absorb higher costs without cancellation. It could mark the start of a broader squeeze where auto-renew habits are leveraged against customers’ attention.
SOURCES
https://www.cnbc.com/2025/08/15/apple-tv-plus-price-hike.html
https://www.theverge.com/2025/08/17/apple-tv-plus-subscription-increase
https://www.reuters.com/technology/apple-tv-plus-price-change-2025-08-20
Jessica Morrison is a seasoned entertainment writer with over a decade of experience covering television, film, and pop culture. After earning a degree in journalism from New York University, she worked as a freelance writer for various entertainment magazines before joining red94.net. Her expertise lies in analyzing television series, from groundbreaking dramas to light-hearted comedies, and she often provides in-depth reviews and industry insights. Outside of writing, Jessica is an avid film buff and enjoys discovering new indie movies at local festivals.