Following yesterday’s launch of iMac Pro, Apple is now selling a branded Thunderbolt 3 cable through its online and retail stores.

The 0.8-meter cable offers data speeds of up to 40Gb/s and is compatible with the USB 3.1 Gen 2 specification providing data transfer speeds of up to 10 Gb/s. Aside from data, the cable also carries DisplayPort video output signals (HBR3) and up to 100 watts of power.

It’s compatible with all Macs that support USB-C and Thunderbolt 3 I/O, including the latest MacBook Pro notebooks and iMac desktops, including the new iMac Pro.

The company’s online store continues to offer a third-party Thunderbolt 3 cable from Belkin for $29.95. Although Apple’s cable is not manufactured by a third-party, there’s no visible branding indicating that it’s a first-party product.

Apple’s cable will set you back $39.