Apple has increased the monthly price for its Apple TV+ streaming service to $12.99, showing a 30% increase from its previous $9.99 subscription price.
The updated price will be effective for new customers starting on Thursday and will affect current subscribers 30 days after the next update date.
It is worth noting that the annual subscription rate has not changed at $99.99. Apple has not changed the price of its Apple One service from $19.95 per month.
Apple TV+, like other streaming services, is steadily increasing subscription prices. In 2023, Apple increased the price of its Apple TV+ monthly subscription from $6.99 to $9.99. The latest price hike marks the third time Apple has since its launch in 2019 to raise the subscription price for its streaming service at $4.99 a month.
Earlier this year, Apple reported losing more than $1 billion a year to its streaming service, which has resulted in a price hike, making it the only service in Apple’s portfolio.
Despite Apple TV+ Productions having won thousands of nominations and wins, streaming services are lagging behind subscriber counts for Netflix, Disney+ and Amazon Prime Video.
Last month, Apple announced it had won a record-breaking 81 Emmy Award nomination. This leads the popular thriller series “Severance” as the most nominated series of the year.
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