Apple is increasing the monthly subscription price of Apple TV+ to $12.99, a 30% jump from the previous $9.99 rate. The new pricing takes effect Thursday for new customers and will apply to existing subscribers 30 days after their next renewal. However, the yearly subscription remains unchanged at $99.99, and the Apple One bundle will still start at $19.95 per month.
This marks the third price hike since Apple TV+ launched in 2019 at $4.99 per month. In 2023, the service rose from $6.99 to $9.99 before the latest increase.
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The price adjustment comes as The Information reported that Apple is losing more than $1 billion annually on its streaming service, making it the only unprofitable division in its portfolio.
Despite strong critical acclaim, including 81 Emmy Award nominations last month led by the hit thriller “Severance,” Apple TV+ continues to trail behind Netflix, Disney+, and Amazon Prime Video in subscriber numbers.
