Apple TV+ has shocked subscribers today (August 21) with an immediate price hike that will see subscription costs jumping from $9.99 to $12.99 in the US. The 30% increase will be applied immediately for new subscribers, with existing ones getting more leeway. They will see the higher price within 30 days of their next renewal date.

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,