Apple is raising the price of Apple TV+ by $3 a month, the first increase in almost two years.
Starting Thursday, new U.S. subscribers and some international users will pay $12.99 a month instead of $9.99. Current customers will see the new price about a month after their next renewal.
The annual subscription cost is staying the same, and Apple One — a bundle that includes Apple TV+, Apple Arcade and other services — is not changing. Apple last raised the price of Apple TV+ in October 2023.
Apple says the service has grown since its launch, with hundreds of original shows and movies, all without ads. Popular series include Severance and Ted Lasso.
Even so, Apple TV+ still lags behind competitors. By the end of 2024, it was estimated to have about 40 million subscribers, compared with Netflix’s 300 million. Reports also say Apple loses over $1 billion a year on the service.
To attract more viewers, Apple recently made Apple TV+ available on Android phones. Other streaming companies are also raising prices — Peacock, for example, added $3 to both its ad-supported and premium plans in July.
