Apple TV+ is hiking the monthly price of its service to $12.99 from $9.99 effective today for new customers. Existing subscribers will be topped off in their next renewal.
The streamer, home to original series The Morning Show, Ted Lasso, Slow Horses and Severance – the latter recently nabbing an impressive 23 Emmy nominations — is the only major service to eschew an advertising-supported option.
Its annual rate of $99.99 is unchanged.
This is the first price hike for Apple TV+ since a previous $3 increase in October of 2023.
High profile theatrical releases include F1: The Movie released June 25 with Warner Bros. distributing that’s sticking around in the top ten. The Brad Pitt-starring film by Joseph Kosinski capitalized on the growing popularity of the sport in the U.S. has seen Apple TV+ reportedly poised to win actual F1 rights away from Disney/ESPN.
Apple CEO Tim Cook said the company was thrilled with F1 and with a record 81 Emmy noms overall, saying on a recent call with Wall Streeters that “It’s amazing to see how this and other Apple shows have captured the popular imagination.”
The company doesn’t provide subscribers numbers for Apple TV+, which sits within Apple’s giant Services division that includes the App Store, Apple Pay, music, gaming, health and subscription platforms, to name a few. Cook cited “very positive trends” in the June quarter saying Apple TV+ was up “strong double digits” on the strength of its original content.
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