Hey followers! Today, let’s talk tech and some juicy streaming news.

Apple has decided to bump up the monthly cost of its Apple TV+ service, now set at $12.99—a 30% jump from the old $9.99. This new price kicks in for fresh subscribers starting this Thursday, while existing users will see the change 30 days after their next billing cycle.

Interestingly, the yearly subscription remains steady at $99.99, and the Apple One bundle, which includes multiple services, stays at $19.95 per month. Apple’s been quietly increasing its streaming prices over the years; back in 2023, the rate went from $6.99 to $9.99 per month. Since debuting in 2019 at $4.99, this is the third hike for Apple TV+.

Despite the rising costs, Apple TV+ is reportedly losing over $1 billion each year, making it the only unprofitable streaming platform in Apple’s lineup. While it has garnered numerous awards and nominations—81 Emmys last month, with “Severance” leading—its subscribers still lag behind giants like Netflix, Disney+, and Amazon Prime Video.

So, the price bump could be a sign of Apple’s efforts to boost revenue or cover content costs, but it definitely raises eyebrows among loyal fans.