Apple TV+, the tech giant’s money-losing streaming service, is bumping up its price by 30%: For U.S. customers, it will now be $12.99 per month, up $3 from $9.99.

The company said it is raising the price of Apple TV+ in the U.S. and select international markets, effective starting Aug. 21 for new customers. Existing Apple TV+ subscribers will see the higher prices within 30 days of their next renewal date.

In justifying the price hike, Apple noted that it has launched a slew of TV shows and movies and that the service doesn’t include any ads. Indeed, Apple TV+ remains the only major streaming service that does not offer a price-reduced ad-supported plan.

“Since it launch, Apple TV+ has expanded its deep library of hundreds of Apple Originals, with thousands of hours of premium progra

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