Overview

• The new rate takes effect immediately for new subscribers, with existing customers charged the higher price within 30 days of their next renewal.
• The $99.99 annual plan and Apple One bundle pricing remain unchanged according to the company.
• Apple continues to offer a single ad‑free tier with 4K HDR and Spatial Audio, avoiding a lower‑priced ad‑supported option used by many rivals.
• The change also reaches select international markets, with Canada rising to C$14.99 per month.
• The move follows multiple industry price hikes and comes as independent reporting estimates Apple TV+ loses over $1 billion annually and has roughly 40–45 million subscribers.