What happened
Apple raised the price of its streaming service for new and current subscribers on Friday, bumping it up from $12.99 per month to $14.99, according to Deadline and Variety. An annual subscription now costs $119, up from $99. Apple also increased the cost of its individual Apple One subscription, which includes Apple TV and Apple's other services.
Why it matters
This marks the fourth price increase for Apple TV+ in four years, reflecting a broader trend of streaming services raising prices. The higher cost may impact subscriber growth and churn, as consumers face increasing subscription bills.