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2h ago

Apple TV+ Raises Monthly Price to $12.99 in U.S., Extends Hike to Select Markets

Apple cites a larger ad‑free slate to justify the move, with annual 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

  • New customers pay the higher rate starting Aug. 21, and existing subscribers see the change within 30 days of their next renewal.
  • Apple kept the $99 annual plan and Apple One bundle pricing in place as it continues to offer a single, ad‑free tier.
  • This is the third increase since launch, following jumps from $4.99 to $6.99 in 2022 and to $9.99 in 2023.
  • Apple does not disclose TV+ subscriber totals; analysts estimate roughly 40–45 million users as outside reporting pegs yearly losses at over $1 billion.
  • The move tracks broader streaming price hikes, with recent increases at services such as Peacock, even as Apple touts award‑recognized originals and upcoming premieres.