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 its offerings, including the MLB and MLS games.
At launch, AppleTV+ cost $4.99 per month, but the company has gradually increased the subscription price as its content library has grown and become more expensive to maintain.
Despite not providing subscription numbers for AppleTV+, Apple during its most recent earnings call said that overall viewership of its streaming service grew by a “strong double digits year over year.”
AppleTV+ is not the only subscription service to see a price hike this year. In July, NBCUniversal’s Peacock raised the price for all its subscription tiers by $3, with the ad-supported tier now costing $10.99 per month. It introduced a cheaper, budget-friendly “select” plan with skinnier offerings for $7.99 per month.
Paramount+ raised its monthly subscriptions by $1 earlier in the year, and Netflix and Discovery+ raised their prices in January.