Apple TV+ was once one of the most affordable streaming services on the market, but Apple just raised the price to $12.99, more than double its original price.

And even though Apple the Company is obviously super profitable and, yes, doesn’t “need” the extra money this price hike will generate, Apple TV+ still has to justify its existence within the broader Tim Cook Universe — and Emmy nominations,

Apple TV+ has unveiled first-look images from Season 2 of its comedy series, “Palm Royale,” premiering on Wednesday, Nov. 12.

Sydney Sweeney and Julianne Moore teamed up for a mystery thriller called Echo Valley that got tepid reviews but is burning up the Apple TV+ chart.