Apple TV+ will be significantly more expensive – initially in the USA
Customers of Apple's streaming service will have to pay 3 US dollars more in future. Simultaneously, the company begins selling downloads of the hit film "F1".
Overview of Apple TV+ programs: Even more expensive still worthwhile?
(Image: Apple)
For a long time, Apple TV+ was a low-cost streaming service. Launched in 2019 at 4.99 US dollars (and often free thanks to parallel purchases of Apple products), prices were increased several times (6.99 US dollars in 2022, 9.99 US dollars in 2023), but never reached the level of Netflix & Co., partially because Apple relies almost exclusively on its own productions and exclusively purchased content. From this week, however, US customers will have to adjust to higher prices. As Apple announced on Thursday, prices will be 12.99 dollars with immediate effect. There will be no change to European prices for the time being, which will remain at 9.99 euros. However, this could also change soon, as Apple is always aiming for a similar price level.
Netflix remains unmatched
At 12.99 dollars, Apple TV+ is still cheaper than Netflix without advertising. Its standard subscription for one person currently starts at 17.99 dollars in the USA. Disney+ without advertising is available for 16 dollars a month, while the NBC service Peacock recently landed at 16.99 dollars (ad-free). As mentioned, a direct comparison is not always possible, as Apple has virtually no repertoire material, as is clearly the case with Netflix. Instead, there are always short film collections with classics to watch, otherwise Apple concentrates on the billion-dollar production of high-quality original material.
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It will be interesting to see how customers react. According to insiders, Apple TV+ is still making massive losses, which makes the price increase understandable. However, the service is seen by many viewers as a "nice to have" and not essential. However, this is increasingly true for all streaming services: If you want to watch a certain series or movie, you are forced to subscribe, even if you don't necessarily like the rest of what is on offer. Accordingly, video piracy is also celebrating a renaissance. In a statement to the Apple blog 9to5Mac, the company tried to justify the price increase by saying that it has continuously expanded its library of original content. It is also possible to take out discounted overall subscriptions via Apple One.
"F1" movie for sale – for those who can't wait
Apple has meanwhile begun to send its hit film "F1" to a new type of exploitation, as expected. Following the success of the Brad Pitt film in cinemas, it is now being sold as a paid download. It is now possible to purchase "F1" via the Apple TV app in the first regions of the world.
However, the price is steep: Apple would like to charge 24.99 dollars excluding tax for the purchase in 4K with Dolby Vision and Dolby Atmos in its home country. The rental price is also extremely high at 19.99 dollars. It is expected that "F1" will become part of Apple TV+ relatively soon – presumably in the fall.
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