Apple announced Thursday that it’s hiking the price of a monthly subscription for its Apple TV+ streaming services by $3 to $12.99. This latest increase, the company’s third in three years, means subscribers will now pay nearly double the amount to stream popular TV shows like Severance or The Studio as they did as recently as October 2023.

Though Apple is moving in-step with other streaming services that have similarly raised prices this year, it’s the first time the technology company has increased the rate for Apple TV+ since 2023. Unlike other streaming services, Apple TV+ doesn’t have a lower-priced subscription tier that’s supported by advertising, instead offering a one-price-for-all model that falls in the middle of the price tiers offered by both Netflix and Hulu.

The new $12.99

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