Apple Announces New Increase in Monthly Subscription Price for "Apple TV+"

Apple announced on Thursday, August 21, a new increase in the monthly subscription price for the streaming service "Apple TV+", bringing it to $12.99 in the United States and several other countries, marking the third increase in the past three years.

According to the official statement, this increase "represents the first price increase for the company's streaming service since 2023". The new price of $12.99 will apply to new subscribers after the end of the seven-day free trial period.

As for current subscribers, Apple clarified that "the new price will be applied to current subscribers starting from their next subscription renewal date", while keeping the annual subscription price unchanged.

This move comes as part of an upward trend in service prices, as the company had raised the price in 2023 from $6.99 to about $9.99, after previously raising it in 2022 from its original price of $4.99.

Although "Apple TV+" is considered one of Apple's most popular services, the company does not disclose exact viewer numbers. In a nod to the financial challenges the service may face despite its popularity, a report from "The Information" earlier this year indicated that the streaming service was losing more than a billion dollars annually, even as the number of subscribers skyrocketed to 45 million, citing sources familiar with the matter."