Overview

• Apple increased the Apple TV+ monthly rate to $12.99 in the U.S., up from $9.99, marking roughly a 30% jump.
• Subscribers who start to cancel may see a pop-up offering $5.99 per month for the next two months before the new $12.99 rate resumes.
• The short-term retention discount began appearing in recent days, targeting users reconsidering the service after the price change.
• An annual Apple TV+ subscription remains $99, and Apple did not raise prices for its Apple One bundles in this round.
• Industry reporting notes ongoing rumors and recent advertising hires pointing to a possible ad-supported tier, while Disney is promoting a first-year $29.99 per month ad-supported bundle for Disney+, Hulu, and ESPN Unlimited.