Price Increase Details
Apple TV+ has officially announced an increase in its monthly subscription price. The new rate is set at $12.99 per month in the United States, up from the previous price of $9.99, marking a significant 30 percent increase. This new pricing takes effect immediately for new subscribers, while existing customers will see the change reflected in their bills within the next 30 days.
International Impact
According to a statement released by Apple, the price hike will also affect select international markets.
Annual and Bundle Pricing
Despite the monthly increase, the annual subscription rate of $99.99 for Apple TV+ remains unchanged. The pricing for Apple’s service bundle, Apple One, which starts at $19.95 per month, will also stay the same.
Current Market Position
Apple TV+ continues to be unique among major streaming platforms as it does not offer an ad-supported option. This marks the second price increase since October 2023, when the service raised its subscription rate by $3.
New Content and Strategic Moves
This announcement follows shortly after Apple TV+ unveiled the trailer for the fourth season of its flagship series, The Morning Show. The timing of the price hike has sparked discussions, especially as it was reported that Apple might not renew its Friday Night Baseball partnership with Major League Baseball (MLB), which could soon transition to NBCUniversal/Peacock.
Additional Offerings
Apple also offers a Major League Soccer streaming service known as MLS Season Pass, which can be purchased independently or as an add-on to Apple TV+.
Notable Originals and Awards
As for original programming, the hit series Ted Lasso will be returning for a fourth season. The acclaimed drama Severance leads the Emmy nominations with 27 nods, while Apple’s The Studio set a record for freshman shows with 23 Emmy nominations. Additional popular series on the platform include Shrinking, Chief of War, and Slow Horses, alongside original films such as Killers of the Flower Moon, Wolfs, and Napoleon.
Apple TV+ Overview
Since its launch in November 2019, Apple TV+ has become a known loss leader for Apple, a company that ranks among the top three globally by market capitalization, currently positioned behind Nvidia and Microsoft.
