Apple TV+ is raising its monthly price by 30%, from $9.99 to $12.99 in the US. The increase affects new subscribers immediately and existing ones within 30 days. The annual plan remains unchanged at $99.99. This price hike comes despite the service's recent Emmy success with shows like Severance and The Morning Show, and amidst speculation about losing the MLB streaming rights. Apple TV+ still lacks an ad-supported tier, unlike many competitors.

Prepared by Christopher Adams and reviewed by editorial team.