Apple TV+ increased its monthly price from $9.99 to $12.99, a 30 percent rise. New customers in the U.S. and select international markets are charged the new rate immediately; existing subscribers will see the increase 30 days after their next billing cycle begins. The price hike mirrors recent industry moves, including Peacock's nearly 40 percent raise to fund sports rights and Disney's increases across Disney+ and Hulu plus a new $30-per-month ESPN streaming service. Apple currently lacks an ad-supported tier and relies on subscriptions to fund billions in annual content spending, leaving open speculation about a future ad tier depending on churn.
The cost of a monthly Apple TV+ subscription plan is jumping to $12.99, a hefty 30 percent bump over the $9.99 the streamer has been charging customers the past two years. The new price goes into effect immediately for new customers in the U.S. and select international locations; current subscribers will see their rate go up 30 days after their next billing cycle begins.
While it's no comfort to price-sensitive consumers, this increase is firmly in line with similar rate changes at other streamers of late: Peacock just jacked up its rates nearly 40 percent in order to pay for the flurry of sports on the service, while Disney has been on a similar path with Disney+ and Hulu the last couple of years and this week is rolling out a new ESPN streaming service with an eye-popping $30 monthly charge.
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