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.

Apple’s all-in-one subscription bundle, Apple One, just quietly became an even better value for consumers after the company raised the price of Apple TV+ on Thursday, but kept Apple One’s rates steady...

Yet another streaming price increase could continue to fuel the rapid growth of free-to-access services like YouTube, Tubi, and The Roku Channel.