Apple TV+ increases subscription price for third time in three years

esh off the release of its highest-grossing theatrical film, “F1: The Movie.”

Apple TV+ recently announced an increase in its monthly subscription fee to $12.99, up from the previous price of $9.99. This change will affect current subscribers 30 days after their next renewal date, while new subscribers will start paying the new price after a seven-day trial period.

This hike marks Apple TV+’s first price increase since 2023. Back then, the monthly fee went up from $6.99 to $9.99, and in 2022, it rose from $4.99. Despite these adjustments, Apple TV+ remains one of the company’s most popular services, although Apple does not share specific viewership numbers.

According to a report from The Information, Apple TV+ is reportedly losing over $1 billion annually as it attracts more subscribers, with estimates placing the subscriber count around 45 million. To keep up with the demand for new and original content, several streaming platforms, including Netflix and NBCUniversal’s Peacock, have also raised their prices this year. Even music streaming service Spotify has followed suit in various markets.

Earlier this year, Apple extended its reach by launching its streaming service on Android phones, potentially bringing its content to a wider audience worldwide. The company’s recent success with “F1: The Movie” demonstrates its commitment to delivering compelling entertainment experiences.

It’s clear that Apple TV+ is evolving to meet the demands of a rapidly changing entertainment landscape, with viewers willing to pay for high-quality content. As streaming platforms continue to adapt and grow, it’s essential for consumers to stay informed about pricing changes and new opportunities to access their favorite shows and movies.