(Bloomberg/Chris Welch) — Apple Inc. raised the monthly subscription price of its TV+ streaming platform by 30% to $13, part of a push to generate more revenue from services.
The rate takes effect in the US and certain international markets for new subscribers on Thursday, Apple said in an emailed statement. Apple TV+ previously cost $10 per month. The TV+ annual plan will remain $99, and the company isn’t changing its price for the Apple One bundle of services.
Apple has followed streaming peers in steadily increasing prices. But unlike Netflix, Disney+ and HBO Max, the TV+ service is just offered in a single plan — rather than a range of tiers that include ad-supported versions.
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Apple TV+ has lagged behind those services in subscriber count since launching in 2019, but its original programming continues to earn accolades. Last month, the company garnered 81 Emmy nominations, with Severance picking up 27 for its second season.
More broadly, services have been a bright spot for Apple in recent years. Revenue from that business jumped 13% to $27.4 billion last quarter.
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