Apple has lifted the U.S. price of its Apple TV+ streaming service by 30%, raising the monthly fee to $12.99 from $9.99. The new rate takes effect immediately for new customers beginning 21 August, while existing subscribers will pay the higher amount 30 days after their next renewal. The company said prices are also increasing in several international markets. Apple is holding the $99 annual Apple TV+ subscription and the pricing of its Apple One bundles unchanged. The latest move marks the third price increase since the service debuted in 2019 at $4.99, with previous hikes in 2022 and 2023. The change underscores Apple’s push to expand its higher-margin services business amid intensifying competition in streaming. Apple does not disclose subscriber numbers, but a March report by The Information estimated that the platform is losing more than $1 billion a year as spending on original content outpaces revenue.