Streaming shock: Apple TV+ hikes price to $13 a month for US users

Apple TV+ users are about to see their bills go up again. The streaming service is raising its prices by 30%. It is known for its original shows that don't have ads. This is Apple's latest attempt to make its service stand out in a streaming market that is becoming more and more competitive.

The change affects both new and old users and comes less than a year after the last price increase. Apple says the higher price is because its content library is getting bigger with new shows, award-winning originals, and live sports. But for a lot of subscribers, the timing of yet another price hike may seem high.


ALSO READ: Orca attack mystery: What really happened to marine trainer Jessica Radcliffe

Why is Apple TV+ going up in price?

Apple said that the new monthly rate of $12.99 will start on August 21 for new subscribers. Current subscribers will see the increase on their next bill. The company defended its choice by pointing to its larger library of original shows, which it still keeps ad-free, which is unusual in today's streaming market, as quoted in a report by Variety.


Apple TV+ has always marketed itself as a high-end service, relying on exclusive originals instead of older licensed content. Apple's statement mentioned the platform's "hundreds of Apple Originals" that now cover a wide range of genres, such as drama, sci-fi, comedy, and live sports.


ALSO READ: iPhone 17 is coming—here are 5 fresh features that could make you upgrade fast

What new shows will be on Apple TV+?

The price change comes at the same time that Apple is getting ready for a number of big premieres. The fall schedule starts with Season 4 of The Morning Show on September 17 and ends with Season 5 of Slow Horses on September 24. Vince Gilligan's new project, Pluribus, will also be out on November 7 for fans of well-known creators, as quoted in a report by Variety.

Apple is promoting movies like Highest 2 Lowest (September 5) and The Lost Bus (October 3). These new shows join an already strong lineup that includes Severance, which got 27 Emmy nominations this year, and Seth Rogen's The Studio, a record-breaking first-year comedy that got 23 nominations.

What has changed about prices since it came out?

Apple TV+ started in November 2019 with a monthly fee of $4.99. At the time, it was one of the cheapest streaming services. In October 2023, the subscription price went up from $6.99 to $9.99. The price is going up again, this time to $12.99, less than a year later, as quoted in a report by Variety.

Even though Apple TV+ has won awards and gotten good reviews, it still loses money. Reports say that the company has been spending a lot of money on original content, which has caused it to lose more than $1 billion a year. Apple hasn't said anything about those numbers in public, and its financial reports don't show Apple TV+ revenue separately.

Apple's Bet on Streaming Without Ads

Apple TV+ has not offered a lower-priced, ad-supported tier like its competitors Netflix, Disney+, and Amazon Prime Video. Instead, the company has focused on providing a streamlined, ad-free experience with a focus on original stories and live sports, like MLB's "Friday Night Baseball" and Major League Soccer games.

“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.” “Subscribers can explore a rich offering of thrilling dramas, epic sci-fi, feel-good comedies and live sports,” the company said in a statement, as quoted in a report by Variety.


ALSO READ: Lil Nas X hospitalized after disturbing late-night incident in Los Angeles- here's what happened to him

Now the question is whether subscribers will still think the service is worth the higher price. Apple is betting that fans will stick around, even if it costs a little more each month, because new seasons of popular shows and award-winning originals are coming out.

FAQs

What is the new price of Apple TV+ in the U.S.?
Now it costs $12.99 a month.

When will the price change for people who already have a subscription?
Within 30 days of the date they need to renew.