Apple TV+ Raises Price to $12.99 Monthly in US, Select Markets

Apple TV+ is increasing its monthly subscription price in the U.S. from $9.99 to $12.99, representing a 30% hike effective immediately for new customers and within 30 days of renewal for existing subscribers. This marks the third price increase since its 2019 launch, with previous hikes in 2022 and 2023, while the annual subscription and Apple One bundle prices remain unchanged. Apple justifies the increase by highlighting its expanded original content library, including popular series like Ted Lasso, Severance, and The Morning Show, as well as its ad-free viewing experience. The move comes amid reports that Apple TV+ loses approximately $1 billion annually and follows the likely end of its Friday Night Baseball partnership. Despite the price rise, Apple TV+ remains unique among major streaming services by not offering an ad-supported tier. The increase affects select international markets as well, reflecting Apple's strategy to grow its Services division revenue while competing with other streaming giants like Netflix and Disney.