(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+, 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.

The best I've seen so far is to sign up for an annual subscription, as the 12-month rate remains unchanged for the moment. That means you can not only still get a more than 16% saving on the old monthly cost of Apple TV+ by buying an annual subscription, but you can also save 55% on the newly raised monthly price.