Apple TV+ raises subscription prices worldwide, including in UK

Image source, Apple Image caption, Britt Lower stars in the Apple TV+ sci-fi epic Severance

Author, Tom Gerken Role, Technology reporter

3 hours ago

Apple TV+ has put up its prices in the UK and worldwide for monthly subscribers, as the cost of streaming continues to rise.

The platform’s cost per month has gone up by £1 to £9.99 a month, though annual prices have stayed the same at £89 per year.

It means an Apple TV+ monthly subscription is now double the price it was when launched at in the UK in November 2019.

Apple told the BBC while the price was in place for new users immediately, existing subscribers would have until 30 days after their next renewal before they started paying more.

“Since its launch, Apple TV+ has expanded its deep library of hundreds of Apple Originals, with thousands of hours of premium programming across genres and brand-new releases weekly – all ad-free,” a spokesperson said.

In the US, Apple TV+ users will see a larger price increase from $9.99 to $12.99 per month.

Apple does not publicly disclose the number of people subscribed to its streaming service.

However, Statista put this number at an estimated 25m paid subscribers in 2022, in addition to 50m people accessing the service through a promotion.

Tech blog The Information put this number at 45m in March when it reported Apple TV+ was losing more than $1bn (£750m) annually.

The streaming service has gained increased prominence after a string of big shows, including the sci-fi hit Severance and Seth Rogen-led show The Studio.

“The streaming business is following the traditional pay TV world with annual price rises,” Paolo Pescatore, technology analyst at PP Foresight, told the BBC.

“We should get accustomed to these price rises, as streamers seek to broaden their diversified programming portfolio.”

‘Plentiful opportunities’

It is the first price increase for the platform in nearly two years.

By contrast Netfli has raised prices annually and costs anywhere between £5.99 and £18.99 a month.

Other streaming service have also seen price rises in the past year, with Disney+ going up to between £8.99 and £12.99 in October, while Paramount+ prices went up to between £4.99 and £10.99 in November.

The cheaper options offered by these services are supported by ads, which Apple TV+ does not show.

“We are in a golden era of storytelling, and users still want to immerse themselves in unique content,” said Mr Pescatore.

“There are plentiful opportunities to reach new audiences, whether with big theatrical productions or opportunistic moves into acquiring live sports.

Apple TV+ is raising its monthly subscription price in the U.S. by about 30 percent. New customers will pay more immediately, while existing customers will follow soon. In Germany, the price remains stable for now, but an adjustment seems possible here as well.

Until now, the monthly price for Apple TV+ in the U.S. was $9.99. However, the streaming service has now increased it to $12.99, which represents a rise of about 30 percent. The price hike brings Apple short-term additional revenue, which is urgently needed. According to a report by “The Information,” Apple TV+ continues to incur annual losses of more than $1 billion, despite having 45 million subscribers in 2024.

At the same time, Apple signals with the price increase that Apple TV+ should no longer be seen as a cheap introductory offer but as a permanent part of the premium ecosystem.

Monthly Price Rises by About 30 Percent

For subscribers, the price increase means an additional monthly cost of three dollars. Over the year, this results in an extra $36. The annual subscription remains stable at $99.99. Also, the bundle offers through Apple One will not experience any price changes for now.

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The price increase is already the third since the launch of Apple TV+ in 2019. Back then, the price was $4.99, then raised to $6.99 in 2022 and $9.99 in 2023. At $12.99, Apple is now significantly above its original positioning as an affordable streaming service but still remains below the standard rates of Netflix or Max.

Read also: All New Series and Movies on Apple TV+

More Content, but No Ads

Apple justifies the move with continuous investments in new content, including exclusive “Apple Originals” and live sports offerings. According to its own statement, the streaming service now offers several hundred exclusive contents, regularly supplemented by new productions. Successful series like “The Morning Show,” “Severance,” and “Ted Lasso” are among the most well-known formats.

Additionally, Apple emphasizes that Apple TV+ remains completely free of third-party advertising. While competitors like Disney+ and Paramount+ have also raised prices, they are increasingly relying on cheaper, ad-supported rates. Apple consistently refrains from advertising models and highlights the quality and ad-free nature of its offering.

Outlook for the German Market

For subscribers in Germany, nothing changes for now. The monthly price remains at 9.99 euros. However, industry observers expect that Apple will also adjust prices in other countries over time. Apple has not yet specified a concrete time for a possible adjustment here.

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The recent price increase shows that Apple aims to establish Apple TV+ as a high-quality premium service. The move is strategically understandable but carries the risk of losing customers if the perceived added value does not increase at the same rate as the price. It will be crucial whether Apple can justify the higher price level through exclusive content and close integration into the Apple ecosystem.

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