Ahead of the debut of Apple’s most expensive movie ever, Killers of the Flower Moon, the company is raising the price of Apple TV+ by a significant margin. The monthly plan is going up by $3 to $10/month, while the annual plan is seeing an increase to $100 from $70. These are increases of more than 40% each. The pricing changes were reported by The Verge. It’s unclear when the new prices might go into effect.
Apple TV+ is just the latest streaming service to see a price increase this year. Netflix, Disney+, Max, Hulu, and Paramount+ have all raised prices in 2023.
Apple TV+ is unique from other streaming services in that it does not offer a lower-priced, ad-supported option. These ad-based offerings are lucrative because the company can charge a subscription fee and get money from brands for their ads.