Apple’s TV+ subscription service has increased in price for both UK and US customers.

The service has jumped from £4.99 to £6.99 per month, while the annual plan has risen from £49 to £69 per year.

It means fans will have to pay more to access the likes of Ted Lasso, Mythic Quest and The Morning Show.

Apple has also upped the price of its music subscription service from £9.99 per month to £10.99 per month. Making it more expensive than Spotify’s monthly £9.99 charge.

The rise in prices for Apple TV+ comes hot on the heels of price jumps from both Netflix and Amazon Prime. However, the former is set to launch a low-cost advert-supported option later this year.

Nick Baker, TV and streaming expert at Uswitch.com, said: ‘As the cheapest of the mainstream streaming services, AppleTV+’s 40% price hike will be a big blow to its UK customers.

‘Above all, this rise will be a big test of customer loyalty. AppleTV+ has fewer movies than Netflix. It also relies solely on original shows like Ted Lasso and The Morning Show, while the likes of Disney Plus and Amazon Prime Video can both draw heavily on large back catalogues.

‘Yet unlike Netflix, Apple can use its streaming service as part of a wider strategy, offering free trials with sales of iPhones and other devices.

‘This could include offering customers discounted bundle deals, giving them multiple Apple subscriptions in the same package. A fall in AppleTV+ subscriber numbers will not immediately send the share price into a tailspin or give Tim Cook sleepless nights.’

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