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4h ago

Apple Raises Apple TV+ Monthly Price to $12.99 in the U.S. and Select Markets

Apple says a larger library of ad‑free originals justifies the change, with the $99 annual plan and Apple One bundle prices unchanged.

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US Olympic swimmer Ryan Murphy, from left, Tim Cook, chief executive officer of Apple Inc., and US Olympic gymnast Stephen Nedoroscik, during an event at Apple Park campus in Cupertino, California, US, on Monday, Sept. 9, 2024.
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Overview

  • The new $12.99 rate takes effect immediately for new subscribers, with existing customers switching within 30 days of their next renewal.
  • Apple confirmed the increase applies in the U.S. and select international markets, without specifying all affected countries.
  • The company maintains a single, ad‑free tier featuring 4K HDR and Spatial Audio and has not introduced a lower‑priced ad‑supported option.
  • Apple does not disclose standalone metrics for TV+, but reporting in March said the service loses over $1 billion annually, with analyst estimates around 40–45 million subscribers.
  • The hike follows broader streaming price increases, including Peacock’s July move, as Apple highlights upcoming premieres such as The Morning Show season 4 and Slow Horses season 5.