AppleTV+ monthly subscriptions in the U.S. will rise to $12.99 from $9.99, taking effect in the next billing cycle for existing monthly subscribers. Annual plans and AppleTV+ bundled within Apple One will remain at current prices. Apple said the move aims to boost Apple One subscribers by promoting the bundled service that includes Apple Music, Apple Arcade, and iCloud storage. Since its November 2019 launch, AppleTV+ has expanded original programming with series such as Ted Lasso, The Studio, Severance, and The Morning Show, and added live sports including MLB and MLS. The service started at $4.99 and has seen gradual price increases as content costs rose. Apple did not provide subscriber totals but reported strong double-digit year-over-year viewership growth.
The price increase, which affects its U.S. market, will take effect in the next billing cycle for existing customers. The company has stated that annual plans and AppleTV+ as part of the Apple One subscription tier will remain at their current price. According to 9to5Mac, Apple said in a statement that the move is meant to boost subscribers for Apple One, which bundles Apple Music, Apple TV+, Apple Arcade, and iCloud storage.
AppleTV+, since its launch in November 2019, has steadily built its original content library, stacking it with critically acclaimed series like Ted Lasso, The Studio, and Severance as well as audience favorites like The Morning Show. It has also added sports to its offerings, including the MLB and MLS games. At launch, AppleTV+ cost $4.99 per month, but the company has gradually increased the subscription price as its content library has grown and become more expensive to maintain.
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