Apple is raising the price of its streaming service Apple TV Plus in the United States and several other countries, the California-based technology company confirmed on Thursday.
Previously priced at $10 per month, new subscribers will pay $13 per month, starting this week. Existing subscribers will also be affected, with the new price point reflected when their subscription is up for renewal.
Interestingly, Apple TV Plus will not raise the price of its annual plan, and the cost of Apple’s services bundle, Apple One, isn’t going up either. Apple TV Plus costs $100 when purchased on a yearly basis, and the price of Apple One — which includes access to Apple Music, Apple Arcade and other perks — starts at $20 per month.
Apple doesn’t release subscriber figures for Apple TV Plus, so it isn’t clear how many people will be affected. Subscribers in Canada and a few other countries will also be charged more for access to Apple TV Plus.
Streamers who still want affordable access to Apple TV Plus have a number of options: They can purchase the annual plan, which remains $100 per month, or take advantage of a bundle offering like that of Comcast’s Stream Saver, which pairs Apple TV Plus, Netflix and Peacock together for $15 per month. Some telecom providers also provide complementary access or extended free trials of Apple TV Plus as part of their services.
Apple TV Plus originally debuted in November 2019 at a price of $5 per month. In 2022, the company raised the price of Apple TV Plus to $7 per month, and it received its last price adjustment to $10 per month two years ago.
In a statement, an Apple spokesperson said the price adjustment was intended to reflect the company’s investments in original content, though data from Ampere Analysis shows Apple commissioned 4 percent fewer scripted shows during the first half of the year compared to the same time period last year.
At $13 per month, Apple TV Plus is still one of the cheapest ad-free streaming services — Netflix charges over $17 per month for access to its content library without ads, and Comcast’s Peacock and Paramount Plus charge slightly more for commercial-free tiers, too — but it is one of the most-expensive base plans without an ad-supported tier. Netflix, Peacock and Paramount Plus all have cheaper, ad-supported tiers that target frugal streamers.
