Apple TV+ has announced a 30% subscription price hike, marking its first increase in nearly two years. The move immediately drew widespread reactions from subscribers, with the change set to impact both new and existing users.
Fans react to raised Apple TV+ subscription prices
Apple announced on Thursday that Apple TV+ will see a price increase from $9.99 to $12.99 per month, effective immediately for new subscribers and within 30 days for existing users after their billing cycle ends. The company confirmed that the $99 annual plan and Apple One bundles, starting at $19.95 per month, remain unchanged.
This is the third price hike since Apple TV+ launched at $4.99 in 2019, with the last increase in October 2023. A report from The Information claimed the service loses $1 billion annually, though Apple has not confirmed it.
The new monthly rate represents a 30% increase, with Apple emphasizing that the platform continues to deliver an ad-free experience. “Since its launch, Apple TV+ has expanded its deep library of hundreds of Apple Originals, with thousands of hours of premium programming across genres and brand-new releases weekly – all ad-free,” the company shared in a statement.
Apple highlighted upcoming titles including The Morning Show S4, Slow Horses S5, Highest 2 Lowest, The Lost Bus, and Severance S3. The company said subscribers can explore a “rich offering of thrilling dramas, epic sci-fi, feel-good comedies, and live sports.”
Fans responded critically on social media. One user said, “I’ll die on this hill but if you own an iPhone then Apple TV and Apple Music should be free.” Another commented, “Severance is the only good show there, why are they increasing?”
Other streaming services, including Disney+, Hulu, Peacock, Prime Video, and Netflix, have also recently adjusted their pricing models, either through price hikes or ad-supported tiers. NBCUniversal’s Peacock raised its price by $3 last month, placing Apple’s move in line with wider industry trends.
Originally reported by Anubhav Chaudhry on ComingSoon.
