Apple TV+ price jumps 30% to $12.99 monthly

Pricing Strategy - Apple is increasing the monthly price of its Apple TV+ streaming service to $12.99, a 30% increase from the previous price of $9.99 [1] - The new price will apply to new customers starting Thursday and will affect current subscribers 30 days after their next renewal date [1] - The yearly subscription rate remains unchanged at $99.99, and the price for the Apple One bundle starting at $19.95 per month is also not changing [1] Historical Context - This price hike is the third increase since the service's launch in 2019, which started at $4.99 per month [2] - In 2023, Apple previously raised the monthly subscription from $6.99 to $9.99 [2] Financial Performance - Apple TV+ is reportedly losing more than $1 billion per year, making it the only unprofitable service in Apple's portfolio [3] - Despite receiving numerous nominations and awards, Apple TV+ has not kept pace with competitors like Netflix, Disney+, and Amazon Prime Video in terms of subscriber count [3] Awards and Recognition - Apple recently achieved a record-breaking 81 Emmy Award nominations, with the series "Severance" being the most-nominated series of the year [4]