Apple TV+ just got a price hike, and it’s a steep one

Apple TV+ has announced a price increase, raising its monthly subscription from $9.99 to $12.99, a 30% hike. This is the second price increase for the service, following a 43% rise in October 2023. The price hike comes as Apple TV+ has been on a successful run, with popular shows like "Severance," "The Studio," and "Slow Horses," as well as the upcoming new season of "The Morning Show." Apple has emphasized that the service remains ad-free. However, the price increase may be met with some skepticism, as Apple TV+ still has a relatively small content library compared to other major streaming platforms. Additionally, there are rumors that Apple may be losing the rights to Friday Night Baseball, which could be a significant blow to the service's sports offerings. Overall, the price hike reflects Apple's confidence in the quality and popularity of its original content, but it remains to be seen how subscribers will respond to the higher cost.