×

Apple TV Plus Will Cost $9.99 per Month, to Launch in November (Report)

Apple is reportedly looking to launch the Apple TV Plus subscription-video service in November — around when Disney Plus is set to debut — for $9.99 per month.

Apple TV Plus will bow in November with a “small selection” of shows, Bloomberg reported, citing anonymous sources. At $9.99, which analysts have guessed would be the price point Apple landed on, that would be less than Netflix’s standard plan ($12.99) but higher than Disney Plus ($6.99).

The question is whether consumers will find Apple TV Plus compelling enough to fork over 10 bucks every month over the long haul, given the billowing options in the over-the-top space — with Netflix, Hulu and Amazon Prime Video to be joined by WarnerMedia’s HBO Max and NBCUniversal’s streaming service in the coming months. Disney Plus is set to launch Nov. 12 in the U.S., Canada and the Netherlands, followed a week later by Australia and New Zealand.

Meanwhile, Apple has “committed” upwards of $6 billion to original programming, up from a previous $1 billion outlay, the Financial Times reported Monday, citing anonymous sources. However, it’s not clear what time period the $6 billion in spending would cover.

According to the Bloomberg report, the tech giant is spending about $300 million on the first two seasons of “The Morning Show” alone. Apple ordered two 10-episode seasons of the morning-talker drama series, which stars Jennifer Aniston, Reese Witherspoon and Steve Carell. That works out to $15 million per episode — roughly in range of what HBO spent on the final season of “Game of Thrones.”

The $9.99-per-month price point for Apple TV Plus would match what it charges for the individual Apple Music service as well as Apple News Plus subscription plan. The company also is prepping Apple Arcade, a game-subscription service.

Apple hasn’t confirmed pricing or a launch date for Apple TV Plus. When it touted the shows and talent in March, the company said it would debut in the fall of 2019 in over 100 countries.

It’s still not clear what the Apple TV Plus lineup will be at launch. Given how Apple has been hyping it, “The Morning Show” is likely to be on the menu. On Monday, it released the first full trailer for the series. Given the light initial offering, Apple is likely to launch Apple TV Plus with a free trial.

Other shows Apple has announced for the subscription-streaming service include: “For All Mankind,” Ronald D. Moore’s alternative-history drama series about the space race; “Little America,” an anthology series based on real stories of immigrants from Kumail Nanjiani and Emily V. Gordon; Sara Bareilles/J.J. Abrams romantic dramedy “Little Voice”; “Dickinson,” based on the life of the famous poet with Hailee Steinfeld in the title role; and a reboot of Steven Spielberg’s “Amazing Stories” anthology series.

Apple is still mulling how it will release episodes on Apple TV Plus. Rather than dropping full seasons all at once for binge-watching (like Netflix), Apple is looking at releasing the first three episodes with the rest to come out weekly, per the Bloomberg report.

Popular on Variety

More TV

  • How 'Save Our Show' Campaigns Affect

    From 'The OA' to 'One Day at a Time': How 'Save Our Show' Campaigns Affect Network Interest

    Organized flash mobs and mounting billboards still may not save your favorite shows, as some fan campaigns are finding out. Following Netflix’s most recent decision to stand firm on its cancellation of “The OA,” the question remains, “what will save these shows?” When networks and streamers find that smaller favorites aren’t big cash cows, fans [...]

  • Afton WilliamsonABC All-Star Happy Hour, TCA

    Afton Williamson 'Rookie' Investigation: Studio Finds No 'Inappropriate' Workplace Behavior

    Entertainment One (eOne) has released their findings into claims of racial discrimination and sexual harassment and assault made by Afton Williamson, former star of the ABC series “The Rookie.” A statement released by the company reads, in part, “As a result of the independent investigation, we have concluded that those identified in Ms. Williamson’s allegations [...]

  • DeVaughn Nixon'A Tale of Two Sisters'

    DeVaughn Nixon to Play His Dad Norm Nixon in HBO’s Showtime Lakers Pilot

    DeVaughn Nixon, best known for his roles in “Prom” and “Marvel’s Runaways” has joined HBO’s untitled pilot about the Showtime Lakers of the 1980s. Nixon will play his father Norm Nixon, a debonair playboy who overcomes insurmountable odds to become the all-star point guard of the Lakers. He expertly maneuvers the complexities of NBA stardom, [...]

  • "The Stockholm Syndrome" - Pictured: Rajesh

    Inside the Blockbuster $600 Million 'Big Bang Theory' Streaming Deal With HBO Max

    As one of TV’s most popular shows of the past 20 years, “The Big Bang Theory” was sure to command a huge price when the streaming rights were finally shopped in a red-hot market for iconic comedies with large libraries. But “Big Bang Theory” wasn’t shopped widely on the open market before the streaming pact [...]

  • Jennie Snyder Urman'Jane The Virgin' and

    'Jane the Virgin' Team to Develop Female Ghost Hunter Series for The CW (EXCLUSIVE)

    The CW is developing a drama based on V.E. Schwab’s “The Archived” book series, Variety has learned exclusively. The project hails from “Jane the Virgin” writer Liz Sczudlo with “Jane the Virgin” creator and showrunner Jennie Snyder Urman executive producing. In the series, the eldest child in a family of ghost hunters, Bex has trained her [...]

  • Sterling K Brown SAG Awards

    Sterling K. Brown to Produce Drama Series 'Everyday Insanity' in Development at Fox

    Fox is developing a one-hour drama that boasts Sterling K. Brown among its executive producers. Titled “Everyday Insanity,” the series is inspired by the life events of series creator Laura Bensick. It is described as an uplifting drama about three wildly different families who form a “created family” to support each other after their loved [...]

More From Our Brands

Access exclusive content