Apple increased the Apple TV+ monthly subscription by $3 to $12.99, effective immediately for new subscribers and taking effect for existing customers 30 days after their next renewal. The company has raised the monthly price three times in three years while keeping the annual $99 price unchanged. Apple TV+ offers a single ad-free tier and no lower-priced ad-supported option, positioning its price between Netflix and Hulu tiers. Apple received 81 Primetime Emmy nominations, but the service reportedly loses over $1 billion yearly and ranks eighth in U.S. streaming popularity with 25% usage.
Apple announced Thursday that it's hiking the price of a monthly subscription for its Apple TV+ streaming services by $3 to $12.99. This latest increase, the company's third in three years, means subscribers will now pay nearly double the amount to stream popular TV shows like Severance or The Studio as they did as recently as October 2023. Though Apple is moving in-step with other streaming services that have similarly raised prices this year, it's the first time the technology company has increased the rate for Apple TV+ since 2023.
The new $12.99 rate is now in effect for new subscribers, following a free seven-day trial, while existing customers will see the price hike 30 days after their next renewal date. The cost of an annual subscription, currently $99, has not changed. Apple may be banking that consumers will pay up given the recent critical acclaim for its TV shows and popularity of its theatrical film, F1: The Movie. Last month, Apple received a record-breaking 81 nominations for Primetime Emmy Awards, led by Severance with 27 nominations.
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