Apple has increased the monthly price of Apple TV+ in the United States and certain international markets. The new monthly subscription cost is now $12.99, a rise from the previous $9.99. Existing subscribers will experience this price adjustment after their next renewal date, with a 30-day grace period. Importantly, the pricing for yearly Apple TV+ subscriptions and the Apple One services bundle remains unchanged. The annual TV+ subscription still costs $99, making it significantly cheaper than twelve times the new monthly rate. This strategy aims to counter higher churn rates often seen in video streaming services. By raising the monthly price, Apple encourages users to commit to longer subscription periods. This approach incentivizes users to opt for the annual plan or bundle services through Apple One. The move is a clear indication that Apple is adapting its pricing to the unique subscription patterns of streaming video consumers.