Apple TV+ has announced an increase in subscription prices in the UK and globally, reflecting the ongoing rise in streaming costs. The monthly fee will now be £9.99, a £1 hike, while the annual subscription remains unchanged at £89. This adjustment means that the monthly rate has effectively doubled since the service’s UK launch in November 2019.
According to Apple, new users will need to pay the new rates immediately, but existing subscribers will enjoy a grace period, allowing them to maintain their current pricing until 30 days after their next renewal. An Apple spokesperson emphasized the platform’s growth since its inception, stating, “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.”
In the United States, Apple TV+ users will experience an even more significant price jump from $9.99 to $12.99 per month. While Apple does not publicly disclose subscriber numbers, a Statista report estimated around 25 million paid subscribers in 2022, alongside an additional 50 million users benefiting from promotional offers. Tech blog The Information reported a higher figure of 45 million subscribers in March, highlighting that Apple TV+ faces financial challenges, losing more than $1 billion (£750 million) annually.
The streaming service has seen growing recognition following successful shows like the sci-fi drama “Severance” and Seth Rogen’s “The Studio.” Paolo Pescatore, a technology analyst at PP Foresight, commented on the trend of rising subscription fees, stating, “The streaming business is following the traditional pay TV world with annual price rises. We should get accustomed to these price increases as streamers seek to broaden their diversified programming portfolio.”
This move marks Apple TV+’s first price increase in nearly two years. In contrast, competitors like Netflix regularly increase their prices, with current subscriptions ranging from £5.99 to £18.99 monthly. Other streaming platforms have also adjusted their pricing over the past year; Disney+ raised its rates to between £8.99 and £12.99 in October, and Paramount+ saw increases from £4.99 to £10.99 in November. Unlike these services, Apple TV+ does not offer cheaper, ad-supported options.
Mr. Pescatore added, “We are in a golden era of storytelling, and users still want to immerse themselves in unique content. There are plentiful opportunities to reach new audiences, whether with big theatrical productions or opportunistic moves into acquiring live sports. All that is changing is the distribution, and Apple is well-positioned with its vast user base; however, it needs to do a better job of articulating its merits over rivals.”
As consumers continue to navigate an evolving streaming landscape, the first price increases from Apple TV+ in nearly two years signal a shift in the industry, highlighting the need for platforms to maintain competitive edge and enhance their offerings in response to rising user expectations.
Original Source: https://www.bbc.com/news/articles/c1le9l6pee5o
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Publish Date: 2025-08-22 19:52:00
