(Gray News) - The price of Apple TV+ is going up. Apple announced that its streaming service increased to $12.99 per month. It was previously $9.99. The price increase went into effect on Thursday. Current Apple TV+ subscribers will see the higher price within 30 days of their next renewal date.

Apple TV+, known for psychological thriller "Severance" and other popular original shows like "Ted Lasso" and "The Morning Show," will raise its monthly subscription price by $3 starting Aug. 21. New subscribers in the United States will have to pay $12.

Apple TV+, the tech giant’s money-losing streaming service, is bumping up its price by 30%: For U.S. customers, it will now be $12.99 per month, up $3 from $9.99.