Core Insights - Apple has increased the price of its streaming service, Apple TV+, by 30%, raising the monthly cost from $9.99 to $12.99, effective within 30 days for existing subscribers [1] - Despite the price hike, Apple TV+ remains cheaper than most ad-free competitors, with Amazon Prime Video at under $12 and Paramount+ at $13 for ad-free plans [2] - The rise in subscription costs for paid streamers like Apple TV+ may drive viewers towards free ad-supported streaming services (FASTs) [3][9] Pricing Changes - Apple TV+ price increased by 30% to $12.99 per month from $9.99 [1] - Annual plans and Apple One bundle prices remain unchanged [1] Competitive Landscape - Apple TV+ is still less expensive than major ad-free competitors [2] - FAST services like YouTube and Tubi are experiencing significant growth, with YouTube capturing 13.4% of connected TV watchtime in July [3][8] Market Trends - The increase in subscription prices for paid services may lead to a shift in consumer preference towards free streaming options [9] - Roku's FAST service achieved its largest monthly viewership increase, reaching a 2.8% share of US connected TV time in July [8]