This price hike affects both the U.S. and some international markets, including Europe where the new rate is €9.99/month, though specific countries have not been fully detailed.

Despite its popular original shows like 'Severance' and upcoming series from Vince Gilligan and others, Apple TV+ continues to lag behind competitors such as Netflix, Disney+, and Amazon Prime Video in subscriber numbers, estimated at around 40.4 million at the end of 2024.

Apple's content lineup continues to expand with upcoming original programming, including new seasons of 'The Morning Show,' 'Slow Horses,' and the new series 'Pluribus,' alongside upcoming films like 'Highest 2 Lowest' and 'The Lost Bus.'

The move to raise prices reflects Apple's broader strategy to boost revenue and deepen customer engagement through content investments, even as it faces challenges with market share and profitability.

Apple has announced a price increase for its Apple TV+ streaming service, now costing $12.99 per month in the U.S., up from $9.99, effective immediately for new subscribers and upon renewal for current subscribers after 30 days.

Industry insiders suggest that the pricing strategy is influenced by content exclusivity and the presence of free ad-supported tiers, with some advocating for minimal charges for free services.

Customer reactions have been mixed, with some subscribers expressing frustration and plans to cancel, highlighting the risk of alienating casual viewers amid rising competition from free FAST platforms like YouTube, Tubi, and Roku.

While the service remains ad-free, the rising subscription fees are fueling ongoing debates about its value compared to competitors, especially as other services offer free or lower-cost options.

Apple has also begun selling its film 'F1: The Movie' as a pay-per-view download in early regions, with high prices of $24.99 for 4K purchase and $19.99 for rental, which may become part of Apple TV+ soon.

Despite the price increase, Apple continues to invest heavily in original content and content expansion, aiming to enhance its streaming service's appeal and compete more effectively in a crowded market.

Overall, the price hike underscores the ongoing challenge for Apple to balance premium content ambitions with the risk of losing subscribers to more affordable or free alternatives, as the industry shifts towards diversified revenue streams.

Apple's broader ecosystem includes a focus on hardware and software updates, with upcoming releases like iOS 26, new features in Apple Wallet, and potential delays in iPhone 18, alongside increased U.S. manufacturing commitments.