(Reuters) -Apple will raise the price of streaming service Apple TV+ by $3 starting Thursday, following a similar move by Comcast-owned NBCUniversal’s Peacock.

The ad-free streaming service will now cost $12.99 per month, up from $9.99 earlier, for new subscribers in the U.S. and select international markets, Apple said in a statement.

The annual subscription price remains unchanged, as does the pricing for Apple One, which bundles Apple TV+ with services such as iCloud and Apple Music, among others.

Apple TV+ is known for psychological thriller ‘Severance’, which garnered 27 Emmy Award nominations this year, and popular original shows such as ‘Ted Lasso’ and ‘The Morning Show’.

However, the streaming network has lagged behind rivals Netflix, Disney+ and Amazon.com’s Prime Video in ter

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