Apple TV+ Raises Monthly Subscription Price to $12.99, First Hike Since 2023

Apple has followed suit with industry trends and increased the monthly subscription fee for its streaming service, Apple TV+. Starting from Thursday in the U.S. and various other countries, the new price stands at $12.99 per month.

This marks Apple’s first price increase for the service since 2023, when it was raised to approximately $9.99 from $6.99. In 2022, the monthly subscription price was further lifted from $4.99. The annual subscription cost remains unchanged.

Current subscribers will see the new price take effect 30 days after their next renewal date, while new subscribers can enjoy a 7-day trial period before the $12.99 monthly fee applies.

Despite being one of Apple’s most popular services, viewership numbers for Apple TV+ are not publicly disclosed. An earlier report by The Information suggested that the service is incurring losses exceeding $1 billion annually as subscriptions neared 45 million.

Notably, Apple isn’t alone in implementing price hikes among streaming companies this year. Earlier in the year, both Netflix and NBCUniversal’s Peacock raised their prices to fund new content or realize returns on investments. Music streaming platform Spotify also increased prices in numerous markets.

In an effort to expand its reach globally, Apple recently made its streaming service available on Android phones. The company has just released its highest-grossing theatrical film, “F1: The Movie.”