Apple TV+, which features popular series like “Severance,” “Ted Lasso,” and “The Morning Show,” has raised its monthly subscription price.
Apple announced on Thursday that the monthly subscription price for the streaming service has increased from $9.99 to $12.99. That is a 30 percent increase.
This price change is effective immediately, and customers should see it reflected in their bills within the next 30 days.
However, Apple TV+’s annual plan, which costs $99.99 per year, and the Apple One bundle, which starts at $19.95 a month, will not face a price hike — at least not right now. The Apple One bundle includes multiple Apple services together for a single monthly price, such as Apple Music, Apple TV+, Apple Arcade, iCloud+, Apple News+, and Apple Fitness+.
Apple justified Apple TV+’s monthly subscription price increase by noting that it had launched a bevy of new programs and movies. The company also highlighted that Apple TV+ is one of the few platforms that does not display ads. Competitors like Netflix, Hulu, HBO Max, Peacock, and Disney+ all offer ad-supported subscription plans, although for a discounted rate.
“Since it launch, Apple TV+ has expanded its deep library of hundreds of Apple Originals, with thousands of hours of premium programming across genres and brand-new releases weekly — all ad-free,” Apple said in a statement via Variety. “Subscribers can explore a rich offering of thrilling dramas, epic sci-fi, feel-good comedies and live sports.”
This marks the third price increase for Apple TV+ since its inception. The service launched in 2019 with a monthly plan priced at $4.99. In 2022, the price increased to $6.99, followed by another increase to $9.99 in 2023.
In announcing the latest price hike, Apple also shed light on its upcoming Apple TV+ premieres. These include “The Morning Show” Season 4 on Sept. 17; “Slow Horses” Season 5 on Sept. 24; Vince Gilligan’s “Pluribus” on Nov. 7, and original films like “Highest 2 Lowest” on Sept. 5 and “The Lost Bus” on Oct. 3.
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