Apple Inc. has raised the monthly price of its Apple TV+ streaming platform in the United States and several international markets to $12.99 from $9.99, a 30% increase. The higher rate applies immediately to new subscribers starting 21 Aug., while existing customers will see the change after their next renewal within 30 days. The $99-a-year Apple TV+ plan and prices for the Apple One services bundle are unchanged. Apple TV+ debuted in 2019 at $4.99 a month and was lifted to $6.99 in 2022 and $9.99 in 2023, making this the third increase in as many years. The company said the adjustment reflects a rapidly expanding catalogue of ad-free originals and live sports. Analysts estimate the service had about 40 million subscribers at the end of 2024, far behind Netflix’s more than 300 million, and The Information has reported Apple loses more than $1 billion a year on the offering. The move underscores Apple’s broader effort to accelerate growth in its services division as hardware sales mature and follows similar price hikes by rivals across the streaming industry.