Apple has recently raised the monthly cost of Apple TV+ from $9.99 to $12.99 in the U.S. and other regions, prompting concern among subscribers about the increased rate. In response, Apple is offering a temporary two-month discounted subscription—just $5.99 per month—to users who initiate cancellation, aiming to retain subscribers amid backlash over the price hike. Meanwhile, the familiar $99 annual Apple TV+ plan and Apple One bundle prices remain unchanged, offering more cost-effective options for loyal service users.
Sources: Mac Rumors, Mac Daily News
Key Takeaways
– Apple raised Apple TV+ subscription price to $12.99/month, prompting potential subscriber cancellations.
– In response, Apple is offering a $5.99/month deal for two months if a user attempts to cancel.
– The $99 annual plan and Apple One bundles were not subject to price hikes, making them more appealing value options.
In-Depth
Apple’s recent decision to hike the monthly price of its Apple TV+ streaming service to $12.99 (up from $9.99) has put the company in a position where retaining subscribers became a priority. Recognizing that abrupt changes in pricing can unsettle loyal users, Apple implemented a tactical offer: if you try to cancel your subscription, you may be prompted with an exclusive discount—just $5.99/month for the next two months. This move reflects a prudent approach to customer retention that values loyalty and avoids alienating users who might otherwise leave over the price shift.
Interestingly, those who prefer consistency or longer-term savings still have viable routes. Apple is maintaining the $99 annual subscription, which translates to just over $8/month and offers a significant break from the increased monthly rate. Likewise, Apple One bundles—packing Apple TV+ alongside services like Apple Music, Arcade, and iCloud+—haven’t seen any price increase, positioning them as more economical choices for those embedded in the Apple ecosystem.
For consumers, the takeaway is clear: while the rate hike might initially appear steep, several structured alternatives exist to soften the blow. Whether it’s through a short-term discounted offer upon cancellation, choosing an annual subscription, or bundling services via Apple One, there are thoughtful ways to preserve both access and value in the face of rising costs.