Apple TV+ raised its U.S. monthly subscription from $9.99 to $12.99, an increase of about 30 percent. New customers will be charged the higher rate immediately while existing subscribers will transition soon. The annual subscription remains $99.99 and Apple One bundle prices are unchanged for now. The monthly rise adds $3 per month, or $36 per year, for subscribers. The service has increased prices previously since launch in 2019 and now sits above its original affordable positioning. Apple TV+ continues to incur annual losses of more than $1 billion despite 45 million subscribers in 2024. Apple cites continued investment in exclusive content and live sports as justification.
Apple TV+ is raising its monthly subscription price in the U.S. by about 30 percent. New customers will pay more immediately, while existing customers will follow soon. In Germany, the price remains stable for now, but an adjustment seems possible here as well. Until now, the monthly price for Apple TV+ in the U.S. was $9.99. However, the streaming service has now increased it to $12.99, which represents a rise of about 30 percent.
The price hike brings Apple short-term additional revenue, which is urgently needed. According to a report by " The Information," Apple TV+ continues to incur annual losses of more than $1 billion, despite having 45 million subscribers in 2024. At the same time, Apple signals with the price increase that Apple TV+ should no longer be seen as a cheap introductory offer but as a permanent part of the premium ecosystem.
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