The price to stream hit Apple shows like The Morning Show and Severance is going up: The streaming service is hiking up its cost by 30%, raising its subscription fee from $9.99 to $12.99, reports Variety .

The change will hit new customers in the U.S. and select international markets as of today, Thursday, Aug. 21. Existing Apple TV+ subscribers will be charged the higher price within 30 days of their next renewal date.

In bumping its fee, the tech-giant noted that Apple TV+ remains the only major streaming service that does not offer a price-reduced ad-supported plan. The streamer also cites its “deep library” as another reason for the increase.

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

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