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According to Deadline and Variety, the price change is effective immediately, and current subscribers will be notified of it before their next bill.
This price hike comes almost exactly a year after Apple last increased its Apple TV subscription fee. It comes just weeks after Apple premiered the fourth season of Ted Lasso, and has increasingly aired live sports like F1, MLB, and Major League Soccer in addition to its prestige TV shows and original movies. Earlier this year, Apple also raised prices on almost all of its devices, and is reportedly planning to increase AppleCare Plus subscription prices.
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