United Kingdom, Aug. 22 -- The price of Apple TV+ is increasing again.

The tech giant's streaming service will now cost $12.99 per month for US customers, up $3 from its previous monthly price of $9.99.

Apple has confirmed that it is raising the price of Apple TV+ in the US and select international markets from Thursday (21.08.25) for new customers, while existing subscribers will see the higher cost coming into effect within 30 days of their next renewal date.

The company has justified the rise by noting that it has launched several TV shows and movies and that the service doesn't include advertisements.

Apple TV+ remains the only major streaming service that doesn't offer a price-reduced ad-supported plan for consumers.

The firm sa...