Apple has increased the price of your monthly Apple TV+ subscription, starting today.
Subscribers in the United States as well as select international markets will pay $12.99 from here on out, up from the previous $9.99 price.
The 30% price hike kicks in today for new subscribers, while those who are already signed up will see their subscription price increase 20 days after the next renewal date — so you won’t see the new price for a little while yet.
9to5Mac reports that Apple cited its growing library as the reason for the price increase.
In a statement, Apple said that Apple TV+ has expanded its deep library of originals since launch, and that Apple One is the “the easiest way to enjoy all of Apple’s subscription services in one plan at the best value.” As before, a single subscription can be shared with up to six people through Family Sharing.
It’s unclear just how many subscribers Apple TV+ currently has, nor what the churn rate is. However, it’s accurate to say that Apple has been steadily building its TV show, movie, and documentary library in recent years.
And whereas streamers like Netflix appear to have chosen quantity over quality, Apple TV+ rarely misses with its new content. Couple that with returning shows seeing second, third, and often fourth seasons, and that price increase might not be so bad after all.
There’s no word yet on whether we should expect an Apple One price increase off the back of this news, unfortunately.
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