Since its launch, Apple TV+ has been the streamer that makes costly shows that don’t have a huge cultural footprint, but it was cheap enough to ignore the recurring charges. That was never going to last.

Starting today, a monthly subscription to the service will cost $12.99, up 30% or $3 from the previous $9.99. The company said the price increase will go into effect in the U.S. and select international markets immediately for new subscribers. Existing customers will see the higher price 30 days after their next subscription renewal date.

While raising subscription fees every year or so has become standard in the streaming industry, the increase could help Apple, which is reportedly still losing a boatload of money on the video service.

The company’s last price hike came in 2023, when

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