Apple has increased the monthly subscription price for its Apple TV+ streaming service from $9.99 to $12.99 in the US. No price changes for the Apple TV+ Annual Plan or Apple One subscriptionsThe annual Apple TV+ subscription plan remains unchanged at $99, as does the price of Apple One subscriptions (which bundles TV+ with other services like iCloud+, Music, and Arcade). Apple didn’t say why the annual plan or cost of its Apple One subscriptions weren’t changed along with the monthly subscription plan. In fact, Apple TV+ operates at a loss and is not profitable on its own — a report by The Information earlier this year revealed that Apple is actually losing more than $1 billion a year on Apple TV+. So while Apple TV+ may not be making a profit on its own, it does support Apple’s overall ecosystem by driving customer loyalty and boosting brand prestige.