(CNN)– Apple TV+ is raising prices.
A 30% hike to access the streaming service went into effect Thursday, Aug. 21.
New subscribers will pay $12.99 per month, that is a $3 bump.
Current Apple TV+ subscribers should expect to see the updated rate within a month of their next renewal date.
The platform’s higher monthly price comes as it has unveiled several new shows and movies.
It also remains the only major streamer that does not offer consumers a lower-priced option with advertising.