Apple's streaming service, Apple TV+, is increasing its monthly subscription price to $12.99, a $3 rise from its previous $9.99 rate. This marks the third price hike for the platform since its 2019 launch at $4.99 per month, with the last increase occurring in October 2023, also a $3 jump. The move follows similar price adjustments by other streaming services, such as NBCUniversal’s Peacock, which also raised its prices by $3 last month.

The new pricing is effective immediately for new subscribers, with existing customers seeing the change reflected 30 days after their current billing cycle concludes. Importantly, the annual $99 Apple TV+ subscription and the comprehensive Apple One bundles, which start at $19.95 monthly, remain unchanged.

An Apple spokesperson stated that the service has significantly expanded its library since launch, now featuring "hundreds of Apple Originals, with thousands of hours of premium programming across genres and brand-new releases weekly — all ad-free". This adjustment follows reports suggesting Apple TV+ is losing $1 billion annually, functioning as a "loss leader" for the tech giant.