Upcoming price increase?

Right now, the price of Apple TV+ sits at $9.99 / month. But I just got this ad on Facebook, coming from their official Facebook page.

Some of the people commenting on the ad seem confused as well. As far as I know, this new price hasn’t been communicated at all.

Also, we all knew another price hike was to be expected, but $12.99… This is starting to be A LOT, even for a massive fan like me. It almost doubled in 2 years.