Apple CEO Tim Cook called the recent price increase at Apple TV+ a kind of obvious move give how much the service has expanded since it launched three years ago. “If you look at when we first priced it, we only had a very few shows.
We were at the beginning. We were very focused on originals only, and so we had four or five shows and priced it quite low,” said during a call after Apple’s quarterly earnings. “We now have a lot of content and are coming out with more each and every month.
And so we increased the price to represent the value of the service.” The monthly price of Apple TV+ will rise to $6.99 from $4.99, while the yearly plan now at $69.99 from $49.99.
That’s a 40% spike in both cases although it’s the first one for the streamer. Cook noted “enthusiasm and strong engagement” from subscribers.
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