Apple TV+ now costs more than Disney+, HBO Max or Netflix

Price hikes have become a regular occurrence in the streaming world, and now Apple TV+ is the latest to follow suit.

Apple has announced that the cost of Apple TV+ will rise to $13 a month in the US, a $3 increase from its original $10 monthly fee. What remains unchanged is the cost of Apple TV+’s annual plan, which will stay at $100 a year, as well as the price of Apple One.

The price increase takes effect immediately for new Apple TV+ subscribers. If you’re already a subscriber, you’ll see the new price 30 days after your next renewal, giving you some time to decide whether to keep it or cancel it. Apple last raised the price of Apple TV+ in 2023, when it increased from $7 to $10 a month in the US. In a statement about the latest price hike, Apple highlighted the growth of Apple TV+.

“Since its launch, Apple TV+ has grown its extensive library of hundreds of Apple Originals, featuring thousands of hours of premium programming across various genres and brand-new releases every week — all ad-free,” Apple said in a statement (via Variety).

Apple TV+ is still losing Apple money

Netflix and Peacock have both raised prices this year also

An Apple TV+ price increase might not be surprising, considering the streaming service still costs the Cupertino-based company more than it earns. According to a report from The Information earlier this year, Apple TV+ loses over $1 billion annually, with about 45 million subscribers.

Apple TV+ has recently delivered some major hits, including the second season of Severance and Seth Rogen’s new comedy, The Studio, which have both garnered plenty of Emmy nominations.

When announcing its latest price hike, Apple highlighted some upcoming shows to help justify it, including the fourth season of The Morning Show (premiering September 18), the fifth season of Slow Horses (premiering September 24), and Pluribus (premiering November 7). The company also highlighted two new original movies arriving later this year: Higher 2 Lowest on September 5 and The Lost Bus on October 3. Whether all that will persuade people to pay more for Apple TV+ remains to be seen.

Apple TV+ isn’t the only streaming service to raise its prices this year. It joins Netflix, which increased prices in January, and Peacock, which announced its price hike in July. With its latest price hike, Apple TV+ now costs even more than Netflix, whose Standard with Ads plan costs $8 a month in the US, versus Apple TV+’s $13 monthly fee. However, Apple TV+ remains ad-free.