Overview

• Apple raised Apple TV+ to $12.99 per month in the U.S., a 30% jump from $9.99.
• New subscribers pay the higher rate now, with existing subscribers moving to the new price at renewal.
• Apple left Apple One bundle pricing unchanged, improving the bundle’s relative value versus standalone TV+.
• The higher rate has intensified speculation that Apple could introduce a lower-priced, ad-supported plan, though the company has not announced one.
• Observers point to Apple’s recent advertising hires and industry reports, with some predicting a possible ad tier near $6.99 based on competitor pricing.