Apple TV+ Monthly Subscription Rises 30% to $12.99

Apple has raised the monthly price of its Apple TV+ streaming service to $12.99, marking a 30% increase from the former rate of $9.99.

This updated pricing will take effect for new customers starting Thursday, and existing subscribers will see the change 30 days after their next billing cycle.

It’s worth mentioning that the annual subscription fee remains steady at $99.99. Furthermore, the Apple One service bundle, which starts at $19.95 per month, will not experience any price changes.

Like many other streaming platforms, Apple TV+ has been gradually raising its subscription rates. In 2023, Apple increased the monthly price from $6.99 to $9.99. This latest hike is the third adjustment since the service debuted in 2019, when it was offered at $4.99 per month.

This price hike comes after reports from The Information earlier this year, which stated that Apple is incurring losses exceeding $1 billion annually on its streaming service, the only non-profitable segment in Apple’s portfolio.

Despite receiving numerous nominations and awards for its content, Apple TV+ has faced challenges in subscriber growth compared to competitors like Netflix, Disney+, and Amazon Prime Video.

Recently, Apple announced it garnered a record 81 Emmy Award nominations, with the highly regarded thriller series Severance leading this year’s nominations.