Apple TV+ Raising Subscription Price By $3—First Price Hike Since 2023

Core Viewpoint - Apple TV+ is increasing its subscription price by $3 per month, marking the third price hike in three years, with the new price set at $12.99 for U.S. customers and select international markets [1][2]. Pricing Changes - The new subscription price will take effect 30 days after the next renewal date for existing users and is effective immediately for new customers [2]. - The previous price hike occurred in 2023, when the monthly subscription rose from $6.99 to $9.99 [2]. - The annual subscription rate of $99.99 remains unchanged [2]. Financial Performance - Apple is reportedly losing $1 billion annually on its streaming service, spending approximately $4.5 billion per year on content, while having around 45 million subscribers [4]. Industry Context - Other streaming services have also raised their prices recently, including NBCUniversal's Peacock and Netflix, which have increased their subscription rates by similar amounts [5]. - Apple TV+ launched in 2019 at a price of $4.99 per month and has since focused on original content to compete with other platforms [6].