"In 2019, when Apple TV+ debuted as a streaming service, it started off at $4.99 a month. It even offered a generous 1-year free trial window if you bought an Apple device. The strategy was to lure people since the service had a much weaker catalogue at first. And now that simply isn't the case anymore. Apple TV+ has had many home-running hits over the years, including "Your Friends & Neighbors," "Severance," "The Morning Show," "Ted Lasso," and a host of others."
"Hit after hit, the company gradually raised its price, to $6.99 in 2022, and to $9.99 in 2023. The service seemed to have taken a break last year. But now it's gone back to its regularly scheduled programming. Previously, Apple announced price increases for its Apple One subscription bundle when increasing the price of TV+, but it didn't do that this time."
Apple TV+ will increase its monthly price 30%, from $9.99 to $12.99, starting next month. The service launched at $4.99 in 2019 and offered a one-year free trial with device purchases. Apple TV+ accumulated multiple hit shows such as "Your Friends & Neighbors," "Severance," "The Morning Show," and "Ted Lasso," prompting prior price increases to $6.99 in 2022 and $9.99 in 2023. Apple did not raise the Apple One bundle price this time. The service remains ad-free with family sharing, while hiring of advertising executives and competitors' ad tiers raise the possibility of a lower-priced ad-supported option.
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