According to Deadline, Apple TV+ is increasing the monthly price of its service from $9.99 to $12.99 as of today for their new customers. This price hike will be added for existing subscribers in their next renewal.

This streamer is home to many original series, including Ted Lasso, Slow Horses, The Morning Show, and Severance. Some are extremely successful, with Severance receiving 23 Emmy nominations. Apple TV+ is the only major streaming service to completely give up an advertising-supported option, Deadline adds. 

Its annual rate of $99.99, however, remains the same, Deadline states.

This price increase is the first for Apple TV+ since the previous $3 raise that took place in October 2023, Deadline notes. 

Distinguished theatrical releases, such as F1: The Movie, which was released on June 25 with Warner Bros., is sticking around in the top 10. This Joseph Kosinski (Oblivion, Top Gun: Maverick) film starring Brad Pitt (Fight Club, Meet Joe Black) maximized the growing popularity of the sport in the U.S., and Apple TV+ reportedly might win actual F1 rights away from Disney/ESPN, Deadline reports. 

The CEO of Apple Tim Cook stated that the company was very happy with F1 and 81 Emmy nominations overall. He said on a call with Wall Streeters that “It’s amazing to see how this and other Apple shows have captured the popular imagination,” via Deadline, expressing immense satisfaction with the way things have been playing out so far on the streamer. 

The company does not give subscribers numbers for Apple TV+, which is a section within Apple’s massive Services division. This division includes Apple Pay, the App Store, gaming, music, health, and subscriptions platforms, among many others. Cook outlined “very positive trends” in the June quarter, and he added that Apple TV+ was up “strong double digits” in terms of the strength of its original content, Deadline finally mentions.