Apple is raising the monthly price of Apple TV+ to $12.99, up 30% from $9.99. The new monthly price applies to new customers starting Thursday and will apply to current subscribers 30 days after their next renewal. The yearly subscription price remains $99.99 and the Apple One bundle pricing is unchanged, starting at $19.95 per month. Apple previously raised the monthly price from $6.99 to $9.99 in 2023 and has raised prices three times since the 2019 $4.99 launch. Apple TV+ reportedly loses more than $1 billion per year despite earning numerous award nominations, including 81 Emmy nominations for recent programming.
Apple is raising the monthly price of its Apple TV+ streaming service to $12.99, marking a 30% increase from the previous $9.99 subscription price. The updated price takes effect for new customers starting Thursday and will impact current subscribers 30 days after their next renewal date. It's worth noting that the yearly subscription rate remains unchanged at $99.99. Apple also isn't changing the price for the Apple One bundle of services, which starts at $19.95 per month.
In 2023, Apple raised the price of the Apple TV+ monthly subscription from $6.99 to $9.99. The latest price hike marks the third time Apple has raised the subscription price for its streaming service since its launch in 2019 at $4.99 per month. The price hike comes as The Information reported earlier this year that Apple is losing more than $1 billion per year on its streaming service, making it the only service in Apple's portfolio that isn't profitable.
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