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

Apple says the higher rate reflects an expanded ad-free library, with annual and Apple One 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 price takes effect immediately for new customers, and existing subscribers will be moved to $12.99 within 30 days of their next renewal in the U.S. and select international markets.
  • Apple kept the $99 annual plan and Apple One bundle pricing in place, maintaining a single ad-free tier with no lower-priced, ad-supported option.
  • This marks the third increase since launch, after moves from $4.99 to $6.99 in 2022 and to $9.99 in October 2023.
  • Apple highlighted upcoming premieres including The Morning Show season 4 on Sept. 17, Slow Horses season 5 on Sept. 24, and Vince Gilligan’s Pluribus on Nov. 7, alongside original films set for September and October.
  • Industry reports this year said Apple TV+ is losing more than $1 billion annually and has roughly mid‑tens of millions of subscribers, as competitors have also raised prices and leaned on ad-supported tiers.