Apple is raising the monthly price of its Apple TV+ streaming service to $12.99, marking a 30% increase from the previous $9.99 subscription price.

The updated price takes effect for new customers starting Thursday and will impact current subscribers 30 days after their next renewal date.

It’s worth noting that the yearly subscription rate remains unchanged at $99.99. Apple also isn’t changing the price for the Apple One bundle of services, which starts at $19.95 per month.

Apple TV+, like other streaming services, has been steadily increasing its subscription prices. In 2023, Apple raised the price of the Apple TV+ monthly subscription from $6.99 to $9.99. The latest price hike marks the third time Apple has raised the subscription price for its streaming service since its launch in

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