Apple is raising the price of its streaming service, announcing that its monthly subscription will increase from $9.99 to $12.99, representing a $3 hike. This marks the third price increase since the service launched in 2019 at $4.99.
The new pricing takes effect immediately for new subscribers, while existing subscribers will see the change reflected 30 days after their current billing cycle ends. Apple will maintain the annual subscription price for Apple TV Plus, and this increase will not impact its Apple One bundles.
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The last price adjustment occurred in 2023, and a recent report from The Information indicated that Apple TV Plus is losing $1 billion annually. This adjustment follows a similar $3 increase by NBCUniversal’s Peacock last month.
In a statement to Variety, Apple highlighted the expansion of its library, stating, “Since its launch, Apple TV+ has expanded its deep library of hundreds of Apple Originals, with thousands of hours of premium programming across genres and brand-new releases weekly—all ad-free.”
SOURCE: THE VERGE
