Apple TV+ will soon cost a lot more. The streaming service, owned by Apple, raised its monthly subscription price in the United States from $9.99 to $12.99. The three-dollar increase also applies to other markets abroad.
The new rate began on August 21 for new customers. Current subscribers will see the higher price within 30 days of their next renewal.
Apple explained that the cost hike is tied to ongoing production goals and its commitment to offering shows and films without advertising. A company statement read, “Since it 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. Subscribers can explore a rich offering of thrilling dramas, epic sci-fi, feel-good comedies and live sports.”
This is not the first increase. In 2023, Apple raised subscriptions from $6.99 to $9.99 per month.
Other services have also moved prices higher. Peacock recently increased its premium plan from $7.99 to $10.99 per month. Netflix raised its ad-free monthly plan from $15.49 to $17.99 in January.
Apple TV+ has built a reputation with shows including Severance, The Morning Show, The Studio, Shrinking and Ted Lasso. Its movies have also gained notice. The Brad Pitt film F1 earned more than $590 million worldwide as Apple’s highest-grossing theatrical release to date. Spike Lee’s new title Highest 2 Lowest, starring Denzel Washington, is another recent Apple and A24 film to open in theaters.
Apple programs have performed well with critics and at awards ceremonies. Severance led this year’s Emmy nominations with 27. Seth Rogen’s The Studio received 23 nominations, setting a record for a freshman comedy series.
Subscribers will soon decide if award recognition and expensive film releases are worth a higher price each month.
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Karina Smitt
I'm not as much of a "CoMiCs NeEd MoAr DiVeRsItY & iNcLuSiOn" advocate as my girlfriend often is, but we both love funny books, crispy bacon, straight bourbon and hip hop. Add yet, we never vote the same, so we cancel each other out... and that works perfectly in my book!
English (US) · 