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.

As the days count down to the arrival of the next iPhones, it means that current renewed premium prices have dropped again.