Apple is increasing prices by up to 40% at a time when many consumers are tightening their belt.
Since its UK launch in 2019, the price for Apple TV+ has held at £4.99 a month, which made it one of the cheapest video-on-demand services available. But with immediate effect, the service will now cost £6.99 a month.
Subscribers choosing the annual option will now pay £69.99 instead of £49.99 a year.
At the same time, Apple Music has increased to £10.99 (was £9.99) a month. Apple One will now cost subscribers £16.95.
Apple justified the price increase due to “increased licensing costs” and the fact there is now more content available on its platforms.
Apple’s decision contrasts with that of Netflix and its rivals, who are pushing cheaper ‘with ads’ options to try and retain subscribers. Monthly rolling plans means video-on-demand services are much easier to stop / start than other services, leading to households trimming back on them first.