Follow ZDNET: Add us as a preferred Google source on Chrome. ZDNET's key takeaways Apple TV+ will soon cost $12.99 a month.The 30% price increase is the streaming service's third in three years.The price of a full-year subscription remains the same at $99 If you're an Apple TV+ subscriber, get ready to pay a little more next month. Starting today, the price of a month's subscription to Apple's streaming service is $12.99 a month -- up 30% from the current price of $9.99 a month. Also: The best live TV streaming services: Expert tested For new subscribers, the price hike takes effect immediately (or at least when the seven-day trial period runs out). Existing subscribers will pay the higher price 30 days after their next renewal date. While announcing the increase, Apple took the opportunity to point out its "deep library of hundreds of Apple Originals, with thousands of hours of premium programming," adding that it's "all ad-free." For comparison, the current cheapest Netflix plan is $7.99 a month, and a basic Disney+ and Hulu bundle (the standalone Hulu app is going away soon, by the way) is $10.99 a month. So while Apple TV+ is priced slightly above some of its competition, those cheaper plans are supported by ads. Also: How to clear your TV cache (and why it greatly improves performance) When Apple TV+ debuted in November 2019, it was $4.99 a month. That increased to $6.99 a month in October 2022, $9.99 a month in October 2023, and now $12.99 a month. In less than three years, the price has gone up more than 85%. As recently as this spring, you were able to get the service for under $3 a month, a deal that was even open to current customers. What Apple TV+ offers If you're not familiar with Apple TV+ offerings, you're not alone. The service debuted in 2019 but hasn't found the subscriber base of other services despite offering high-quality content. While Apple hasn't released solid information, industry reports say the company is losing upwards of a billion dollars a year on the streaming service. In addition to popular shows like Severance and Ted Lasso, the service also hosts exclusive Major League Soccer and Major League Baseball games, award-winning movies, and more. While their current originals are gaining the most attention, the back catalog is worth a watch, too. Also: Best early Labor Day TV deals: Save up to 50% on Samsung, LG, and more There are still a few ways to save on an Apple TV+ subscription. Aside from the 7-day free trial for new accounts, most Apple hardware purchases get you a 12-month, 6-month, or 3-month subscription for free. If you want to save some money, the price of a one-year subscription remains the same at $99. This cut about $21 off the old price, but it saves you more than $50 now. If you're thinking about subscribing or you're a current subscriber, it might not be a bad idea to lock in that price before it goes up again.