Apple TV+ is hiking the price of its monthly subscription by 30%, the company announced Thursday.

The monthly subscription price for Apple TV+ will now cost $12.99, up $3 from the current price of $9.99. The new price will go into effect for subscribers 30 days after their next renewal date, and will impact subscribers in the U.S. and other unspecified countries, according to Apple.

This marks the third time Apple TV+, which launched in November 2019, has raised its monthly subscription price since 2022. The price of Apple TV+’s monthly subscription increased from $4.99 to $6.99 in 2022, and again to $9.99 in October 2023, the last time Apple hiked the price, according to CNBC .

Apple offers a free seven-day subscription trial , after which the $12.99 monthly cost begins.

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