Apple TV+ is going to cost you more now, but this is hardly the company’s last price hike

If you use Apple TV+, you’ve likely already been notified that your subscription fee is going up from $9.99 to $12.99. But did you know that similar price hikes are very likely to follow on other Apple services? There’s actually a reason for this, and these price increases were predicted a while back.

Apple announced the price hike today, and has also confirmed that the new pricing will go into effect for existing customers 30 days after their billing cycle ends. New customers buying an Apple TV+ subscription just now will, naturally, be paying the $12.99 straight away.



A while back, reports were coming in that Apple was looking to dramatically increase its revenue from its services division. Some even claimed that the company wanted to start making more from services than the iPhone, a notion that seems quite absurd to me.

It is this push for increased services revenue that has led to the price hike for Apple TV+. If the company’s reported ambitions are anything to go by, then you can expect many more price increases to follow for similar offerings, like Apple Music, iCloud, and Apple Arcade.



For now, however, I personally think that Apple TV+ is still definitely worth it. Shows like Severance, Silo, and Foundation are quality TV, and $12.99 is a bargain price for them. Even the not-so-good shows like Invasion have developed hilarious cult communities around them that love clowning on the lack of any aliens in an alien invasion show.

But, yes, as every service starts to see price hikes, some people will have to start canceling their subscriptions. It’s not just Apple, after all, that is introducing price hikes across the board. Almost every subscription-based service, like YouTube Premium, has been raising its price for years.

Not everyone can continue to afford these services, and I think that companies should really try to understand that they’re driving more people towards piracy. At least Apple TV+ still costs less than Netflix, which you pay for just to see excellent shows keep getting canceled for no reason.

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