Shares of Roku Inc. ROKU, -10.49% tumbled 12% in afternoon trading, with losses accelerating after Apple Inc. appl unveiled its price for its Apple TV+ service which was about half what was expected. Roku’s stock was down about 4.9% just before the Apple’s iPhone launch event kicked off at 1 p.m. Eastern. Apple said earlier that its Apple TV+ service will cost $4.99 a month for the family, with first shows available Nov. 1, which was below expectations of about $9.99 a month. Shares of other companies with streaming services as fell more after Apple’s announcement. Netflix Inc.’s stock was down about 0.5% just before 1 p.m., but was recently shedding 3.2%; Walt Disney Co.’s stock was recently down 3.0%, after being down about 1.0% just before Apple’s launch event started. Meanwhile, Apple’s stock was up 0.3% in afternoon trading, adding to pre-event gains of 0.1%.