Price gouging is not uncommon in search, cloud storage, and gaming services, and it’s no surprise that you’re coming from Apple, a company known for its aggressive business practices and competitive pricing. However, Apple TV+ started out as one of the cheapest streaming services, at $4.99 per month, and is now on par with any other service.

The price change comes just a day after Apple announced that it was rolling out Apple Pay Later to all its customers in the United States. Apple is in the process of updating its subscriptions and monthly services ahead of the new “Scary Fast” event that the company is holding on Monday, October 30.

Apple’s website indicates that the price change is imminent for new subscribers. Additionally, CNBC reports that existing customers will see price increases for Apple TV+, Apple News, and Apple Arcade over the next 30 days.

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