Apple TV+ price hike: What you need to know

Apple TV+ has upped its price once more, bringing the monthly cost for new U.S. subscribers to $12.99, a 30 percent increase from the previous $9.99. Existing subscribers will see this change reflected in their bill within 30 days of their next renewal date. Apple TV+ initially launched in 2019 at the rate of $4.99 monthly but has since increased in cost. In 2022, it went up to $6.99, followed by a jump to $9.99 in 2023, and now sits at $12.99 per month. This move follows reports indicating that Apple TV+ is losing over $1 billion annually, making it the sole Apple subscription not turning a profit.

Even with the price increase, the cost of an annual Apple TV+ subscription remains at $99, allowing subscribers to save about 36% in comparison to the monthly fee. This breaks down to $8.25 per month, demonstrating some savings for those willing to pay upfront. To switch to an annual plan, users can navigate to Settings, their Apple account name, Subscriptions, Apple TV+, and then See All Plans. By selecting the $99 yearly plan, subscribers can save around $56 total.

It’s worth noting that the price hike will not impact Apple One bundles, priced at $19.95 per month, and new or returning subscribers can still take advantage of a free trial with Apple TV+. So, while the cost of the service is increasing, there are still options for those looking to enjoy Apple’s streaming content at a discounted rate.