For the third time in three years, Apple is raising the price of its Apple TV+ streaming service, and it's a substantial increase.

Apple TV+ doesn't do adverts. I'd rather pay the extra quid and skip that whole hurdle. Not that there's yet a suggestion Apple plans to introduce adverts to its service. Amazon Prime wants an extra £/$2.99 per month to swerve the ads – something I refuse to pay (and which has actively decreased my use of its service).

The last Apple TV+ price hike came in 2023, when the monthly subscription was raised from $6.99 to $9.99. The annual $99.99 rate for Apple TV+ is unaffected by the increase. Apple did not announce any new subscription plans alongside the price hike, meaning Apple TV+ will continue being the only streamer without an ad-suppported option.