Overview

• Apple raised the U.S. monthly price of Apple TV+ from $9.99 to $12.99, with increases in other markets such as the UK to £9.99, and existing subscribers have up to 30 days after their next renewal before the new rate applies.
• Subscribers who start the cancellation process are being offered $5.99 per month for two months, after which the price reverts to $12.99 unless they cancel again.
• Reports indicate the discount began appearing in recent days, aligning with efforts to limit churn after the price rise.
• The $99 annual Apple TV+ plan and Apple One bundle pricing remain unchanged, offering alternatives to the higher monthly rate.
• Rumors and recent advertising executive hires suggest Apple may be considering a future ad-supported tier for the service, though no plan has been announced.