Watching Ted Lasso is about to be more expensive as Apple TV Plus is increasing its monthly price again for US and international customers. The company announced Thursday that the streaming service will now cost $13 a month in the US, effective today. The last time Apple raised its streaming subscription price was in 2023, bumping it up to $10 per month. 

If you're an existing subscriber, you can expect to see the price change 30 days after your next renewal date. Apple said the cost of its annual Apple TV Plus plan will stay the same, as will the price for Apple One. 

Early this year, the streaming app rolled out on Android mobile devices, extending it beyond Apple's interconnected ecosystem. Apple TV Plus offers its own library of originals like Severance, Slow Horses and Wolfs, and access to live sports such as Major League Soccer and Friday Night Baseball. 

Competitors like Netflix and Peacock also increased their subscription prices this year, a trend we've seen in streaming TV in the past three years. With this $3 price hike, the ad-free Apple TV Plus costs the same as Paramount Plus' premium plan, but slightly less than rival, ad-free versions of Netflix, HBO Max, Hulu and Peacock.