Apple TV is raising its subscription prices again

For the fourth time in four years, Apple TV is hiking its subscription prices.

Now, Apple TV subscriptions will cost $14.99 per month, up from the previous $12.99 per month. The annual subscription cost will also jump from $99 to $119.

Apple One , the bundle that includes subscriptions to services like iCloud+, TV, Music and Arcade, will now cost $21.95 per month, up from $19.95.

Apple isn’t alone in hiking prices for its subscriptions. Netflix raised its prices in March, and Peacock announced a price increase earlier this month. Tech companies are also raising hardware prices , given ongoing RAM and component shortages due to massive demand for hardware for building AI data centers.

Consumers’ dismay with Apple likely won’t last long, given that the company will announce its newest slate of iPhones, which will likely include its first foldable model, on September 9.

Don’t miss out . The startup community will gather to answer a pivotal question: How do you build sustainably in the AI era?