Apple has hiked the price of its streaming service again, this time from £12.99 to £14.99 per month. An annual subscription now costs £119, up from £99. The individual Apple One package, which includes Apple TV and other services, has also seen a price increase, going from £19.95 to £21.95 per month.

This marks the fourth price hike in just four years, and comes almost exactly a year after the last increase. The price changes are set to take effect immediately, with current subscribers notified before their next bill.

The timing is peculiar, considering it's just weeks since Apple premiered the fourth season of Ted Lasso and has been increasingly airing live sports events like F1, MLB, and Major League Soccer. It's like they're serving up premium content but charging more for the telly channel.

Meanwhile, earlier this year, Apple also raised prices on almost all of its devices, and is reportedly planning to increase AppleCare Plus subscription prices. Who knew tech and cable bills were such a hit with the wallets?