Apple TV customers threaten to cancel their subscriptions after prices soar by 30 per cent

• The monthly cost of the subscription will rise from £6.99 to £8.99 in December 

Furious Apple TV customers have threatened to cancel their subscriptions after a near 30 per cent price hike.

The tech giant recently announced it would increase the monthly cost from £6.99 to £8.99 in December.

Families are facing higher costs for streaming giants across the board this year, with Disney+ Netflix and Amazon Prime also putting up their prices.

Those signed up to all four will soon pay nearly £600 a year – compared to just under £450 earlier this year.

Apple TV does not have as big back catalogue as rivals such as Netflix but instead focuses on creating original content, such as the Emmy-award winning show Ted Lasso.

The tech giant recently announced it would increase the monthly cost rise from £6.99 to £8.99 in December

While many appear to appreciate the emphasis on quality, others have questioned whether the channel has enough content to justify such an increase in cost.

Several customers took to social media to complain the price was ‘too expensive’ – particularly given the ‘cost of living crisis’.

The highest price hike among the streaming giants, however, was Disney+, whose access to its 100-year back catalogue surged from £7.99 to £10.99 a month.

Amazon Prime Video will reportedly charge an extra £2.50 a month from 2024 for ad-free streaming, taking it to the same price as AppleTV.

Netflix’s premium subscription will rise from £15.99 to £17.99 and its basic ad-free subscription will increase from £6.99 to £7.99.

While Netflix has over 6,000 titles, Apple TV – which launched in 2019 – has only around 100 series and fewer than 40 films and documentaries.

However, it has been far more successful than most at the Oscars, taking home Best Picture with the film Coda earlier this year.

It is also behind likely awards season contender Killers Of The Flower Moon, Martin Scorsese’s new film featuring Leonardo DiCaprio.

Families are facing higher costs for streaming giants across the board this year, with Disney+ Netflix and Amazon Prime also putting up their prices

Netflix recently announced nearly nine million people worldwide had signed up over the past three months – the biggest surge since the first Covid lockdown – despite putting up its prices.

Industry analysts said the boost in subscribers had given the company and its rivals the confidence to increase prices.

Paolo Pescatore, analyst at PP Foresight, said: ‘Price rises are inevitable and we can expect this most likely on an annual basis; akin to traditional pay TV and other services.’

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