Apple TV+ has announced a 30% subscription price hike, marking its first increase in nearly two years. The move immediately drew widespread reactions from subscribers, with the change set to impact both new and existing users.

Yesterday, Apple TV+ blessed us with the trailer for season four of The Morning Show. Today, the streamer decided to remind us that the joy of watching Jennifer Aniston and Reese Witherspoon chew up scenery does not come cheap: The cost of a monthly Apple TV+ subscription plan is jumping to $12.

Apple told news media that the new price will be in effect for new subscribers as of Thursday (August 21), and existing subscribers will see the price hike within 30 days of their next billing cycle.