Apple Increases Apple TV+ Monthly Price by 30% to $12.99 Amidst Struggling Profitability and Emmy Nominations

Streaming giant Apple is boosting the monthly fee for its service Apple TV+ to $12.99, marking a 30% hike from the previous subscription cost of $9.99.

The new pricing structure takes effect for new subscribers from Thursday, while existing customers will see the change 30 days after their next renewal date.

Notably, the annual subscription rate remains untouched at $99.99. Apple also keeps the price unchanged for its bundle of services, Apple One, which starts at $19.95 per month.

Similar to other streaming platforms, Apple TV+ has been incrementally upping its monthly subscription rates. In 2023, it bumped up the monthly subscription cost from $6.99 to $9.99. This latest price adjustment signifies the third time Apple has increased the fee for its streaming service since its launch in 2019 at $4.99 per month.

The recent price increase follows reports by The Information earlier this year suggesting that Apple is losing over $1 billion annually on its streaming service, making it the sole unprofitable offering in its portfolio.

Despite Apple TV+ productions amassing thousands of nominations and awards, the platform trails behind Netflix, Disney+, and Amazon Prime Video in terms of subscriber count.

Last month, Apple announced a notable milestone with 81 Emmy Award nominations, with the critically acclaimed thriller series “Severance” leading as the year’s most-nominated show.