Apple Inc. raised the price of its Apple TV+ streaming service in the United States to $12.99 a month, up from $9.99. The 30% increase applies immediately to new subscribers as of Aug. 21, while existing customers will pay the higher rate 30 days after their next billing cycle. Prices in select international markets are also rising, the company said. The annual Apple TV+ subscription remains $99 and charges for Apple One bundles are unchanged. The latest adjustment marks the service’s third price increase since its 2019 debut at $4.99 a month; Apple lifted the fee to $6.99 in 2022 and to $9.99 in 2023. Apple attributed the move to a growing library of original, ad-free programming that has drawn double-digit viewership gains and a surge in awards recognition, including 27 Emmy nominations for “Severance.” Industry analysts estimate the service has been operating at an annual loss exceeding $1 billion as the company spends aggressively on content to compete with larger streaming rivals.