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).

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 has raised the monthly Apple TV+ price to $12.99 while keeping the annual $99 plan unchanged. Prices are up across the industry, but Apple TV+’s smaller, originals-only library makes it a tougher sell for long-term subscriptions.