Apple Inc. has increased the monthly subscription price of its Apple TV+ streaming service by $3, raising the cost to $12.99 in the United States and by $2 in Canada, effective from August 21, 2025. This represents a 30% price hike, marking the first increase in nearly two years. The price changes follow previous increases from $4.99 in 2019, $6.99 in 2022, and $9.99 in 2023. The adjustment comes amid concerns over revenue risks from the App Store and Google Search, prompting Apple's services division to raise prices and explore new revenue streams such as AppleCare One and a forthcoming paid Health+ service. The price increase has led to subscriber dissatisfaction and threats of cancellations. In response, Apple has offered a promotional discount of 54% off the subscription price for two months, reducing the cost to $5.99 per month temporarily to retain customers. Upcoming content on Apple TV+ includes new seasons of popular shows like "The Morning Show" season 4, "Highest 2 Lowest," and "All of You," scheduled for September 2025.
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