Apple TV+ price rises to 12.99 in US and select markets

Apple TV is raising its monthly price to 12.99 in the United States and several international markets, effective August 21 for new subscribers and within 30 days for existing subscribers. The move keeps the annual price at 99 and leaves the Apple One bundle pricing unchanged. Apple emphasized that the service remains ad-free and that the increase reflects its ongoing expansion of original programming and live offerings.

The price rise marks the service’s first update since October 2023, when the monthly rate jumped from 6.99 to 9.99. Since its 2019 launch at 4.99 a month, Apple TV has seen multiple increases as Apple has grown its slate of originals, documentaries and live sports. Apple notes that Apple TV offers hundreds of Apple Originals and a weekly flow of new, ad-free content across genres, including dramas, science fiction, comedies and live sports. The company also highlighted that Apple TV is the home of award-winning shows and high-profile projects, with upcoming premieres and new seasons cited as part of the rationale for the higher price.

Industry observers have long viewed Apple TV as a strategic, loss-leading component of Apple’s broader Services business,...