Apple TV+ is getting more expensive.

As of Thursday, Apple's monthly price for new U.S. subscribers is advertised at $12.99 per month . That’s a $3 jump from its previous $9.99 price.

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Existing subscribers will see the higher rate within 30 days of their next renewal date.

This marks the third price hike since Apple TV+ debuted in 2019 at $4.99 per month. It rose to $6.99 in 2022 and again to $9.99 in October 2023.

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The latest increase comes as Apple leans into a busy lineup of premieres.

Season 4 of “The Morning Show” arrives Sept. 17, followed by Season 5 of “Slow Horses” on Sept. 24. Vince Gilligan’s new series “Pluribus” debuts Nov. 7, while original f

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