Another day, another streaming service increasing its prices. Last month, it was Peacock. Now, Apple TV+ is elevating its price by 30 percent.

Effective immediately for new U.S. subscribers, Apple is adjusting the monthly fee of its streaming service from $9.99 to $12.99. Current Apple TV+ subscribers will notice the new prices on their bills within 30 days of their next renewal.

When it launched in 2019, Apple TV+ was just $4.99 per month. Those days are far behind. In 2022, the platform announced its inaugural price hike to $6.99 per month. A year later, the price soared to $9.99 per month, effectively tripling its launch price. Now, at $12.99 per month, it’s nearing three times the original cost.

This update follows a report from earlier this year indicating that Apple TV+ is the one Apple subscription not yielding a profit, incurring losses of more than $1 billion annually. It’s not too surprising, considering the service boasts nearly a completely original lineup featuring Emmy winners like Ted Lasso and The Morning Show, along with Oscar-winning films and nominees like CODA and Killers of the Flower Moon. The price increase also reflects other recent hikes from platforms like Peacock and Netflix.

However, there is some positive news. The cost of annual Apple TV+ subscriptions will stay the same at $99. Similarly, the price increase will not impact the Apple One bundles, starting at $19.95 per month. New and returning subscribers can still take advantage of a free trial to the service. Additionally, there are several methods to sign up at a reduced rate (possibly even free).

How to save on an Apple TV+ subscription

With the annual cost of Apple TV+ staying unchanged, you’ll save around 36% on your subscription. You will need to pay the $99 subscription fee upfront, which ultimately averages out to just $8.25 per month instead of $12.99. To transition to an annual plan, navigate to Settings > [your Apple account name] > Subscriptions > Apple TV+ > See All Plans. From there, opt for the $99 per year plan and save approximately $56 in total.

Other ways to save on an Apple TV+ subscription:

Best for T-Mobile customers
Free Apple TV+ with selected T-Mobile plans
$0 per month (save $12.99 per month)

Best for Xfinity customers
Apple TV+, Netflix Standard with ads, and Peacock Premium
$15/month with Xfinity StreamSaver (save $16.97/month)

Best for Verizon customers
Apple One
$15/month as myPlan perk (save $4.95/month)