The monthly subscription price of Apple TV+ has increased from $9.99 per month to $12.99 per month, the tech giant announced Thursday.

Apple TV+ is raising its price by 30%, following the path of many streamers who have increased their subscription costs.

Apple TV+ announced Thursday that its monthly subscription rate will rise to $12.99, which applies to current subscribers 30 days after their next monthly renewal date, CNBC reported. New subscribers will have to pay the new rate after completing their seven-day trial period.

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