Apple TV+ Price Increase: New Monthly Cost

Apple TV+ Monthly Subscription Price Increase

Apple has announced an increase to the monthly cost of its Apple TV+ streaming platform. The new price will be $12.99, representing a 30% rise from the prior monthly fee of $9.99.

This price adjustment will be implemented for all new subscribers beginning on Thursday. Existing Apple TV+ customers will see the change reflected 30 days following their subsequent billing cycle.

Yearly and Bundle Pricing Remains Stable

Notably, the annual subscription cost will remain at $99.99. Furthermore, Apple is maintaining the current pricing structure for its Apple One service bundles, which begin at $19.95 monthly.

A History of Price Adjustments

The increase in Apple TV+’s monthly rate follows a pattern of adjustments seen across the streaming industry. In 2023, the monthly subscription was previously increased from $6.99 to $9.99.

This latest adjustment constitutes the third time Apple has modified the subscription price for its streaming service since its initial launch in 2019, when it was offered at $4.99 per month.

Financial Performance of Apple TV+

This price hike occurs after reports from The Information indicated that Apple is currently experiencing losses exceeding $1 billion annually with its streaming service. This makes Apple TV+ the sole offering within Apple’s portfolio that is not currently profitable.

Subscriber Numbers and Recognition

Despite significant critical acclaim and numerous award nominations for its original productions, Apple TV+ currently trails behind competitors such as Netflix, Disney+, and Amazon Prime Video in terms of overall subscriber numbers.

Last month, Apple announced a record 81 nominations for Emmy Awards. The thriller series “Severance” garnered the most nominations of any show this year.

Your input is valuable! We are continually striving to improve, and your feedback on TechCrunch’s coverage and events is greatly appreciated.

Please complete this survey to share your thoughts and potentially win a prize!