Apple TV+ Subscription Price Increase: First Hike Since 2023

Apple TV+ is increasing its subscription price by $3, making it $12.99 per month for customers in the U.S. and some international markets. This is the third price hike in three years, with the last one in 2023 raising the monthly cost from $6.99 to $9.99. The annual rate of $99.99 remains unchanged.

The new price will take effect 30 days after a user’s next renewal date, and it has been in effect since Thursday for new customers. Unlike other streaming services, Apple TV+ remains ad-free and has not introduced any new subscription plans alongside the price increase.

According to a report from March, Apple is currently losing over $1 billion annually on its streaming service, despite spending approximately $4.5 billion on content. With 45 million subscribers, Apple TV+ has focused on original content like “Ted Lasso,” “Shrinking,” and “Severance,” which received 27 Emmy nominations.

In comparison, other streaming services like NBCUniversal’s Peacock and Netflix have also raised their prices this year. Peacock increased its plans by $3 per month, while Netflix adjusted its pricing tiers as well.

Apple TV+ initially launched in 2019 at $4.99 per month and has since grown its content library. It remains the exclusive home of Major League Soccer and has garnered a dedicated audience for its original programming.

Stay informed with Forbes Breaking News Text Alerts by texting “Alerts” to (201) 335-0739 or signing up on their website.