Everything is getting more expensive these days. Microsoft recently made its gaming hardware and consoles more expensive, then Sony followed with a price hike, and now Apple is once again adjusting the price of its streaming service. Apple TV+, a service that was launched over six years ago with a $4.99 price tag, now costs almost three times that.
Starting today, Apple TV+ costs $12.99 for new subscribers. Existing users will see a price increase 30 days after their last billing. However, the yearly tier remains unchanged at $99.99. Apple is not changing the price of Apple One, leaving it at $19.95 per month, $25.95 per month (family), and $37.95 per month (Apple One Premiere).
Apple launched Apple TV+ in 2019, during its wide push into services, alongside Apple Arcade and more. Initially launched at $4.99 per month, the streaming service got its first price increase in 2022, when Apple bumped it by $2 to $6.99. A year later, Apple added three more bucks to the cost, making it $9.99 per month, and now, after two years, the service is getting its third price increase.
In a statement to The Verge, Apple"s spokesperson said that since the launch of Apple TV+, the service has received dozens of original content, including heavy-hitters like Severance, The Morning Show, Ted Lasso, and more. Despite the efforts, earlier this year, a report emerged about Apple TV+ losing as much as $1 billion every year. Apple also adds that all this time the service has been completely ad-free, but the latest price increase sparks speculation among users about whether the company plans to introduce a "cheaper" ad-supported tier.
Apple still offers free trials for new users, and newcomers to the ecosystem can get three months of Apple TV+ for free with eligible purchases. Everyone else should get their wallets ready for the new $12.99 per month price or switch to the yearly plan or Apple One.