Starting on August 21—so, now—the price of Apple TV will rise to $12.99 a month, a steep $3 a month higher than the previous $9.99/month rate. That's a 30-percent price hike, folks.
Existing Apple TV subscribers on the monthly plan will see their rates go up following their next renewal date.
The last time Apple raised its Apple TV prices was back in October 2023, when the service went from $6.99 a month to $9.99/month, an even steeper 43-percent price hike than the latest increase.
Apple TV cost a mere $4.99 a month when it debuted back in launched back in 2019.
In a statement announcing the price increase, Apple focused on Apple TV 's recent streak of popular shows and movies—"all ad-free," it added, as Variety reports.
Indeed, Apple TV remains the lone holdout among the big streaming services by not offering an ad-supported tier, although there's long been chatter that Apple was tinkering with the idea.
After a slow start, Apple TV has cranked out a steady stream of hits, with one show—Severance—hitting a grand slam in terms of viewership and cultural buzz.
Seth Rogan's The Studio also drew plenty of eyeballs as well as
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