Apple TV+ Hikes Monthly Subscription Fees Globally, Including UK and US

Apple has raised subscription prices for its streaming platform Apple TV+ across multiple markets, with viewers in the UK and US facing higher monthly costs.

In the UK, the monthly fee has increased by £1 to £9.99, while the annual plan remains at £89. This marks a doubling of the monthly cost since Apple TV+ debuted in the country in November 2019.

In the United States, the monthly rate has climbed from $9.99 to $12.99. The change takes effect immediately for new users, while existing subscribers will see the higher rate applied 30 days after their next renewal date.

Apple said the price rise reflects the platform’s expanding catalogue of original programming. “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 spokesperson said.

Apple does not publish subscriber figures, though estimates vary. Statista placed the number of paying users at 25 million in 2022, with another 50 million accessing the service through promotional offers. Tech outlet The Information suggested in March that the platform had about 45 million paid subscribers but was losing over $1 billion annually.

Apple TV+ has grown in visibility thanks to acclaimed series such as Severance and The Studio, starring Seth Rogen.

Industry experts say Apple’s decision mirrors a broader trend in the streaming sector. “The streaming business is following the traditional pay-TV world with annual price rises,” Paolo Pescatore, an analyst at PP Foresight, told the BBC. “We should get accustomed to these increases, as streamers seek to broaden their diversified programming portfolio.”

The latest adjustment is Apple TV+’s first price increase in nearly two years. By comparison, Netflix has made annual hikes and now charges between £5.99 and £18.99 in the UK. Disney+ raised its fees to between £8.99 and £12.99 last October, while Paramount+ went up to between £4.99 and £10.99 in November.

Unlike some of its rivals, Apple TV+ continues to operate without ad-supported plans.

“Consumers remain eager for distinctive content in what is widely seen as a golden era of storytelling,” Mr. Pescatore added. “Apple is well-positioned with its vast user base, but it needs to better articulate what sets its service apart from competitors.”