Apple’s streaming service AppleTV+ is hiking its monthly subscription price to $12.99, up from $9.99.

The price increase, which affects its U.S. market, will take effect in the next billing cycle for existing customers. The company has stated that annual plans and AppleTV+ as part of the Apple One subscription tier will remain at their current price.

According to 9to5Mac , Apple said in a statement that the move is meant to boost subscribers for Apple One, which bundles Apple Music, Apple TV+, Apple Arcade, and iCloud storage.

AppleTV+, since its launch in November 2019, has steadily built its original content library, stacking it with critically acclaimed series like Ted Lasso, The Studio, and Severance as well as audience favorites like The Morning Show. It has also added sports to i

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