Apple+ increasing streaming prices – Milwaukee News

Apple TV+ is bumping up its monthly subscription cost by $3, the first increase in almost two years. As of Thursday, new subscribers in the U.S. and certain international markets will pay $12.99 a month, up from the previous $9.99. Existing subscribers will see the change reflected in their bills 30 days after their next renewal date.

Although the monthly subscription is going up, the annual cost and Apple One bundled subscription price will remain the same. This new price adjustment comes after Apple’s last price increase for Apple TV+ in October 2023.

Apple is emphasizing the growth of its exclusive Apple Originals library on Apple TV+, with new releases weekly and all content ad-free. While popular shows like “Severance” and “Ted Lasso” have garnered attention, Apple TV+ still lags behind competitors like Netflix and Disney+ in terms of subscriber numbers.

According to a Visible Alpha poll, Apple TV+ had around 40 million subscribers by the end of 2024, while Netflix boasted over 300 million during the same time frame. Despite its growing subscriber base, Apple is reportedly losing over $1 billion annually on Apple TV+.

To attract more subscribers, Apple recently expanded its availability to Android phones. This move follows a similar price hike by Peacock in July for its premium plus and ad-supported plans.

As the streaming landscape continues to evolve, Apple TV+ is making strategic moves to stay competitive and continue offering engaging content to its viewers.