Apple is increasing the monthly price of its Apple TV+ streaming service to $12.99, a 30% jump from the previous $9.99 subscription fee.
The new rate applies immediately for new customers starting Thursday, while existing subscribers will see the higher price 30 days after their next billing cycle.
For now, the annual subscription remains unchanged at $99.99, and Apple is keeping the Apple One bundle at its current starting price of $19.95 per month.
Apple TV+ has followed the same trend as other streaming platforms with steady price hikes over the years. In 2023, the company raised the monthly fee from $6.99 to $9.99. Since launching in 2019 at $4.99 per month, this latest adjustment marks the third increase.
The move comes as The Information reported earlier this year that Apple is losing more than $1 billion annually on its streaming service, making it the only unprofitable division in its portfolio.
Even though Apple TV+ content has earned widespread critical acclaim, with thousands of nominations and award wins, the platform still trails far behind competitors like Netflix, Disney+, and Amazon Prime Video in subscriber numbers.
Just last month, Apple announced a record 81 Emmy Award nominations, led by the hit thriller Severance, which became the most-nominated series of the year.
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