This week Apple hit Apple TV Plus subscribers with a surprise price hike that saw subscription costs leap from $9.99 to $12.99 in the US, disappointing fans of one of the best streaming services around.

The 30% increase is effective immediately for new subscribers, while existing ones have until their next billing cycle. So current subscribers have a minute to decide if they want to continue paying for the service now that it costs roughly $3 more a month.

Apple attempted to justify the rising cost by noting that it doesn't have ads on its library of content.

"Since it [sic] launch, Apple TV+ has expanded its deep library of hundreds of Apple Originals, with thousands of hours of premium programming across genres and brand-new releases weekly — all ad-free,” Apple told Variety. “Subscri

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