Apple TV+ has officially raised its prices in the UK, US, and other markets, adding to the long list of streaming platforms making entertainment more expensive for viewers.
In the UK, the monthly cost of Apple TV+ has gone up by £1, now sitting at £9.99 per month. Annual plans, however, remain unchanged at £89 a year.
While the increase might not seem huge at first glance, it’s worth noting that Apple TV+ now costs double its launch price in the UK when it debuted back in November 2019.
What’s Changing for Subscribers
Apple confirmed to the BBC that the price increase is already in place for new subscribers.
For existing users, the change will apply 30 days after their next renewal date. So if you’re already subscribed, you’ll get a short grace period before paying the higher fee.
In the US, the price hike is even steeper. Monthly subscriptions are jumping from $9.99 to $12.99.
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Why the Price Hike?
Apple has not given a detailed explanation beyond pointing to its growing library.
“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 company spokesperson said.
In other words, Apple is justifying the hike by pointing to more original shows, more hours of content, and the fact that the platform still doesn’t include ads—something many competitors rely on to offer cheaper plans.
How Many Subscribers Does Apple TV+ Have?
Unlike Netflix or Disney+, Apple doesn’t publicly share its subscriber count.
- Statista estimated in 2022 that Apple TV+ had around 25 million paid subscribers, plus another 50 million accessing it via promotions.
- The Information reported in March 2023 that the number could be closer to 45 million paid subscribers.
However, the same report suggested that Apple TV+ might be losing over $1 billion (£750m) annually. That figure could explain why Apple is turning to price hikes to reduce losses.
The Shows Driving Apple TV+
Apple TV+ has built a reputation for high-quality originals rather than sheer quantity. Some of its biggest hits include:
- Severance – A mind-bending sci-fi thriller that has become a cult favorite.
- Ted Lasso – The Emmy-winning comedy that put Apple TV+ on the global map.
- The Morning Show – A drama with Jennifer Aniston and Reese Witherspoon that continues to attract buzz.
- The Studio – A new Seth Rogen-led series adding star power.
These premium productions have helped Apple TV+ carve out a niche, but they come at a cost—and that cost is increasingly being passed on to subscribers.
How Apple TV+ Compares With Rivals
Apple’s price hike comes at a time when all major streamers are charging more.
- Netflix: £5.99 to £18.99 per month (with ads on cheaper plans).
- Disney+: £8.99 to £12.99 as of October 2024, also with ad-supported tiers.
- Paramount+: £4.99 to £10.99 after its November increase.
The big difference? Apple TV+ does not offer an ad-supported cheaper plan. This makes it less flexible compared to rivals who let users pay less in exchange for ads.
Expert Take: Expect More Price Hikes
According to technology analyst Paolo Pescatore of PP Foresight, streaming is starting to look a lot like old-school cable TV, where annual price hikes are the norm.
“We should get accustomed to these price rises, as streamers seek to broaden their diversified programming portfolio,” he told the BBC.
He also noted that Apple is in a strong position thanks to its massive global user base. However, the company needs to better highlight what makes Apple TV+ worth choosing over Netflix, Disney+, and others.
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The Bigger Picture
This is Apple TV+’s first price hike in nearly two years, but likely not the last. With streaming platforms spending billions to produce original shows and acquire sports rights, rising costs are inevitable.
Mr. Pescatore added:
“We are in a golden era of storytelling, and users still want to immerse themselves in unique content. There are plentiful opportunities to reach new audiences, whether with big theatrical productions or opportunistic moves into acquiring live sports.”
In short: content is king, but it’s coming at a higher price for everyone.
Final Word
If you’re an Apple TV+ subscriber, brace yourself for higher monthly bills. While the platform is doubling down on premium shows and avoiding ads, its pricing is no longer the bargain it was at launch.
With Netflix, Disney+, and others also raising their fees, streaming fans may soon find themselves making tough choices about which platforms are really worth keeping.
What About You?
Will you stick with Apple TV+ after the price hike, or will you cut down on streaming subscriptions? Share your thoughts below, and stay tuned for more updates on the world of entertainment and tech!
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