Apple is raising the monthly cost of Apple TV+ by $3, marking the streaming service's first price increase in nearly two years.

Starting Thursday, Apple TV+ will cost $12.99 a month, up from $9.99, for new U.S. subscribers and certain international markets. Existing customers will see the increase to their bills 30 days after their next renewal date, according to the company.

The price of the annual subscription for Apple TV+ remains the same, as does the cost of Apple One – a bundled subscription service that brings together several services including Apple TV+, Apple Arcade and more.

The tech giant most recently raised the price of Apple TV+ in October 2023.

"Since its launch, Apple TV+ has expanded its deep library of hundreds of exclusive Apple Originals, with thousands of hou

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