The price of Apple’s TV+ streaming platform has been increased once again.

Monthly Apple TV+ subscriptions will now cost $9.99, up from $6.99, for an overall increase of $36. A year ago, Apple raised the price for Apple TV+ subscriptions from $4.99 to $6.99. Advertisements will still be removed.

According to Apple, the change takes effect immediately for new customers and 30 days later for existing subscribers.

The price increase isn’t the only one happening to Apple services. Its gaming platform Apple Arcade jumped from $4.99 to $6.99 monthly, and an Apple News subscription is now up $3 to $12.99. In addition, Apple One subscriptions, which include all of Apple’s subscription services in one plan, are also up $19.95 from $16.95 monthly for individuals, and $25.95 monthly for families, up $3.

According to Apple, there are no changes to Apple Music, Apple Fitness+, or iCloud+ prices. This change reflects Apple’s commitment to adding high-quality content and features in the future.

It comes just a week after Netflix raised its US one-stream basic plan to $11.99 from $10.99. All other plans, including the $6.99 ad-supported entry level plan, remain unchanged.

Comparatively to Netflix, Hulu and Disney+, the $10 monthly cost is less than the average for similar services that include 4K video without ads.

According to him, Apple’s service emphasizes quality over quantity. A number of its TV exclusive programming has won multiple awards.”

Apple’s subscription revenue grew by 8% from a year ago to $21 billion in the second quarter.