Apple TV Plus just announced a major price hike effective immediately for new customers, and it might be enough to prompt existing customers to cancel.

Apple TV+ has done something very, very naughty. Apparently, either some numbers didn't add up or the company simply wanted more profit, so the streamer has raised its price substantially. Not that this came as a surprise — the elephant in the room has always been Apple TV+'s cost compared to its limited quantity.

The monthly subscription price of Apple TV+ has increased from $9.99 per month to $12.99 per month, the tech giant announced Thursday.