Apple TV+ has recently increased their prices, and CEO Tim Cook accredits the price hike to the service’s hit television shows. The price increase is considered “obvious” given how much Apple TV+ has grown over the years, according to Deadline.

During a call with Deadline after Apple’s quarterly earnings, Tim Cook explained that “if you look at when we first priced it, we only had a very few shows. We were at the beginning. We were very focused on originals only, and so we had four or five shows and priced it quite low.” Apple TV+ now has a lot of content and “are coming out with more each and every month. And so [they] increased the price to represent the value of the service,” via Deadline. 

Every time you find yourself here, it’s because you chose to come back.#Severance Season 2 filming has started. pic.twitter.com/4AgEFHEgV9

— Apple TV+ (@AppleTVPlus) October 31, 2022

According to Deadline, the monthly price of Apple TV+ will increase to $6.99 from its original price at $4.99, and its yearly subscription will increase to $69.99 from its original price at $49.99. Cook credited the increased “enthusiasm and customer engagement” on Apple TV+ hit television shows such as Severance; drama series that focuses on Mark as he leads a team of office workers whose memories have been surgically divided between their work and personal lives, Bad Sisters; series that follows the Garvey sisters, who are bound together by the death of their parents and a promise to always protect each other, and Black Bird; drama series following Jimmy Keene who is sentenced to 10 years in a minimum security prison but cuts a deal with the FBI to befriend a suspected serial killer, via Deadline. 

Cook also noted that the success of Apple TV+ original series Ted Lasso, a comedy series following an American college football coach as he heads to London to manage a struggling English Premier League football team, and its Emmy wins have had an effect on the price increase, according to Deadline.