Apple TV+ subscription price increased by $3

Apple has increased the price of its Apple TV+ subscription. The plan now costs $12.99 per month in the U.S., up by $3.

Apple launched its streaming service in 2019 for $4.99 per month. It then increased the price to $6.99 in 2022. Just a year after that, Apple TV+ got another price hike in October 2023, taking the price to $9.99 per month.

This is the third time Apple has increased the price of Apple TV+. Going from $9.99 to $12.99 is a 30% price hike.

Apparently, the Cupertino company was losing money on the streaming service, more than $1 billion per year, as it had invested on original TV series, movies. Variety reports that Apple justified the price adjustment by pointing out that the TV Shows and Movies it offers do not include any ads. It also boasts a strong number of originals, which raked in multiple awards over the past. And it also has MLS and MLB’s “Friday Night Baseball”.

Apple isn't the only one that raised its streaming prices this year. In January, Netflix prices were hiked in multiple countries. Peacock increased its prices by $3 last month. The odd thing is Apple's $12.99 plan is cheaper than Netflix's ad-free plan that costs $17.99, and Peacock Premium Plus which costs $16.99.

However, the other streaming services manage to attract new users by offering a cheaper option with ads. By not offering such a plan, Apple could potentially lose existing subscribers who may find the new price to be out of their budget. Apple TV+ expanded to Android devices in February, so that will likely help to gain more users.

The Apple TV+ price increase came into effect on August 21 for new users. Existing subscribers will see the price change within 30 days of their next renewal date.

It is unclear which Countries are impacted by the new Apple TV+ price, the report only says "select international markets". The U.K. website, and European ones still show the price as £9.99 and €9,99 respectively.

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