Apple TV+ Monthly Subscription Fee Increases by 30% After 2 Years... $9.99 to $12.99

Apple announced on the 21st local time that it will increase the subscription fee for its streaming service, Apple TV+ (Plus). This increase comes three years after the last increase from $6.99 to $9.99 in 2023.

The monthly subscription fee for Apple TV+ will be adjusted from the current $9.99 to $12.99, an increase of $3. Apple stated that the increased rate will be applied immediately to new subscribers, while existing subscribers will see the change applied 30 days after their billing cycle ends.

However, the annual subscription fee of $99 will remain unchanged, and the Apple One bundle plan starting at $19.95 per month will also not be affected by this increase. Apple TV+ started with a monthly subscription fee of $4.99 when it launched in 2019.

Apple explained the background for the fee increase, stating, "Apple TV+ has expanded its genre offerings with hundreds of original works and thousands of hours of high-quality programming, providing new content without ads every week."

Apple's services sector, including Apple TV+, has become a major growth driver for the company in recent years. In the second quarter (April to June), service revenue reached $27.4 billion, a 13% increase compared to the same period last year. This accounts for 29% of total revenue of $94.4 billion during the same period, surpassing the iPhone revenue of $44.5 billion by 60%.

The number of subscribers to Apple TV+ has not been officially disclosed. However, IT media outlet The Information reported earlier this year that Apple TV+ subscribers reached 45 million, with annual losses exceeding $1 billion.

Earlier this year, Apple opened its streaming service to Android smartphone users for the first time to attract more global customers, and recently, its self-produced film starring Brad Pitt, 'F1', recorded the highest box office among its theatrical releases.

Additionally, starting in 2023, Apple TV+ has been exclusively broadcasting all matches of Major League Soccer (MLS). However, to watch MLS matches, an additional $12.99 must be paid monthly, separate from the subscription fee.