Price hikes are nothing new for streaming, cloud storage, and gaming services, and it’s certainly no surprise to be coming from Apple, a company known for its more aggressive business practices and price premium over the competition. However, Apple TV+ started as one of the less expensive streaming services, at $4.99 a month, and now is just about on par with every other service.

This price change comes just a day after Apple announced that it was rolling out Apple Pay Later to all of its customers in the United States. Apple is definitely at work juicing up its subscription and monthly-based services ahead of the new “Scary Fast” event the company is hosting on Monday, October 30. 

Apple’s sites report that the price changes are immediate for new subscribers. Additionally, CNBC states that existing customers will see the price increases to Apple TV+, Apple News, and Apple Arcade 30 days into the future.

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