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Changes for Existing Subscribers
The new pricing takes effect immediately for new subscribers. For existing subscribers, the increase will come into effect 30 days after their next renewal date.
Since its debut in 2019, Apple TV+ has significantly expanded its catalogue of original content. Apple also emphasizes its unique offerings compared to competitors: a single plan that includes 4K HDR and spatial audio, and no ads, unlike Netflix, Disney+, or Prime Video, which offer multiple subscription options.
It’s worth noting that Apple TV+’s annual plans and the Apple One bundle—which includes services like Apple Music, iCloud+, and Apple Arcade—remain unchanged at this time. The rules regarding the sharing of an Apple TV+ subscription (up to six family members) also remain the same, with no additional cost.
Popularity Still Hard to Gauge
Apple remains tight-lipped about the exact figures for its service, but several indicators suggest strong growth. The series Severance has seen a surge in viewership with its second season, reaching the 5th spot in the Nielsen rankings in the United States.
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In its latest financial report, Apple stated that TV+ content consumption had seen double-digit growth year-over-year. Apple is also banking on its critical success: Severance and The Studio are among the top contenders at the 2025 Emmy Awards, with results to be announced on September 15.
A Busy Release Schedule
By the end of the year, Apple TV+ promises a continuous stream of new releases: The Morning Show season 4 starting September 17, Slow Horses on September 24, Pluribus, a new series from the creator of Breaking Bad, on November 7, and several anticipated films like Highest 2 Lowest and The Lost Bus.