APPLE TV has confirmed a huge price hike that will impact millions of customers immediately.
Viewers will be forced to cough up 30% more each month to continue watching their favorite movies and shows.
Apple TV is a device and streaming app from the tech giant that allows customers to watch shows, movies, and live TV from different apps and services, all in one place.
Apple TV+ is Apple’s own subscription service for original shows and movies, offering exclusive content from the company.
For viewers in the US, the service will now cost $12.99 each month.
This is a $3 increase from the previous price, $9.99.
Apple announced that it is hiking the price of Apple TV+ in the US and select international markets starting on Thursday, August 21.
The price jump is effective immediately only for new customers.
Consumers already subscribed to Apple TV+ will be hit with the higher prices within 30 days of their next renewal date.
Apple justified the 30% price increase by pointing out it had recently rolled out a number of new shows and movies, and that Apple TV+ is ad-free.
In fact, it stands as the only major streaming service that does not offer a cheaper plan with ads.
“Since it launch, Apple TV+ has expanded its deep library of hundreds of Apple Originals, with thousands of hours of premium programming across genres and brand-new releases weekly – all ad-free,” the company said in a statement.
“Subscribers can explore a rich offering of thrilling dramas, epic sci-fi, feel-good comedies and live sports.”
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