Apple TV+ is getting more expensive.
As of Thursday, Apple’s monthly price for new U.S. subscribers is advertised at $12.99 per month. That’s a $3 jump from its previous $9.99 price.
Existing subscribers will see the higher rate within 30 days of their next renewal date.
This marks the third price hike since Apple TV+ debuted in 2019 at $4.99 per month. It rose to $6.99 in 2022 and again to $9.99 in October 2023.
The latest increase comes as Apple leans into a busy lineup of premieres.
Season 4 of “The Morning Show” arrives Sept. 17, followed by Season 5 of “Slow Horses” on Sept. 24. Vince Gilligan’s new series “Pluribus” debuts Nov. 7, while original films like “Highest 2 Lowest” (Sept. 5) and “The Lost Bus” (Oct. 3) are set to roll out this fall.
Apple TV+ has also become a player in awards season.
“Severance” led the Emmys this year with 27 nominations, while Seth Rogen’s “The Studio” made history as the most-nominated freshman comedy with 23 nods.
Jessica Williams and Seth Rogen bond over their mutual obsession with throwing pottery, and Jessica dishes on playing a therapist alongside Jason Segel and Harrison Ford in the new Apple TV+ series “Shrinking.”
Beyond prestige TV, the service offers family programming like the Peanuts specials, as well as live sports through MLB’s “Friday Night Baseball” and Major League Soccer coverage.
Apple’s move follows a wave of streaming price hikes in the past year, with Netflix, Disney+ and Max all raising rates on their ad-free tiers as platforms compete for subscribers while pushing toward profitability.
Allison Craig is a passionate sports writer and analyst with a deep love for game strategies, player performances, and the latest trends in the sports world. With years of experience covering football, basketball, tennis, and more, she delivers insightful analysis and engaging content for sports enthusiasts.
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