Apple has significantly increased the price of its Apple TV+ streaming service, raising it by 30% from $9.99 to $12.99 per month in the United States. This announcement comes as a surprise to many subscribers, as it marks yet another upward adjustment in the service's cost since its launch in 2019.
When Apple TV+ first debuted, it was priced at a relatively affordable $4.99 per month. However, the price has been steadily climbing over the years. In 2022, it increased to $6.99 per month, and then again in 2023 to $9.99. Now, with the latest hike, subscribers will have to shell out even more for access to Apple's library of original content.
The price increase isn't limited to the U.S. market. Select other countries are also seeing similar jumps in the cost of an Apple TV+ subscription. Despite this significant price change, the annual subscription to Apple TV+ in the U.S. will remain at $99. Additionally, the prices of Apple One bundles, which combine multiple Apple services, will not be affected by this increase.
For new subscribers, the higher price is effective immediately. However, Apple is still offering various free trial options to attract new users. Existing subscribers will see the price hike take effect 30 days after their next renewal date. This gives current users a bit of a grace period to adjust to the new cost.
In a statement provided to 9to5Mac, Apple attempted to justify the price increase. The company pointed out that it has continuously expanded its library of original content over the years. Apple TV+ has become home to a wide range of critically - acclaimed shows and movies, such as "Severance," "Ted Lasso," and "The Morning Show." By investing in high - quality content creation, Apple believes it is providing more value to its subscribers, thus justifying the higher price. The company also emphasized the value of its Apple One plans, which allow users to access multiple Apple services in one convenient bundle at a potentially discounted rate.
This price increase comes at a time when the streaming market is more competitive than ever. With numerous other streaming services vying for consumers' attention and dollars, Apple's decision to raise the price of Apple TV+ may prompt some subscribers to re - evaluate their subscriptions. However, Apple is likely banking on the strength of its original content and the loyalty of its user base to weather this price change. As the streaming landscape continues to evolve, it remains to be seen how this price increase will impact Apple TV+'s subscriber numbers and its overall standing in the market.