Just one year after the last price increase, Apple TV Plus will once again increase its price.

Last year, Apple's streaming service raised its monthly subscription fee from $4.99 to $6.99 for the first time since its launch. Now, the Apple TV Plus monthly fee is even higher, rising more than 40% to $9.99. The annual subscription fee has also risen from $69 to $99.

And it's not just TV streaming services. Apple is also raising prices on other services, including Apple Arcade, Apple News Plus, and the Apple One bundle.

The new rates are already in effect for new subscribers. For existing subscribers, the price increase will take effect on their next renewal date.

"We are focused on providing the best possible experience for our customers by consistently adding high-quality entertainment, content, and innovative features to our services," Apple said in a statement.

"Since its launch four years ago, Apple TV+ has crossed significant milestones in a short period of time with a rich selection of award-winning and widely acclaimed series, feature films, documentaries, and entertainment for kids and families, making streaming service history in a short period of time.

The price increase is not just for Apple TV Plus. Over the past two years, the industry has seen subscriber growth and revenue decline, and all major streaming services have raised their prices. All have implemented multiple ways to make their streaming services profitable, including raising prices.

Netflix recently raised prices on several of its plans. Disney Plus implemented a previously announced price increase in early October. Paramount Plus and Peacock also raised their rates this year.

Netflix, Disney Plus, and Max are rolling out ad-supported options, and Amazon plans to advertise on Prime Video. When this is implemented next year, Apple TV Plus will be the only major streamer without an ad-supported plan. But probably not for long. Apple may be exploring the video ad business.

Even a well-funded Apple cannot prop up a loss-making streaming service forever. Apple is spending heavily on high-profile films and programs, such as the recently released Martin Scorsese film "Killer in the Flower Moon" (which reportedly had a budget of $200 million to $250 million). The company also invests large sums of money in broadcast rights to MLS games.

Cord cutting was supposed to be our cheap future, but it certainly isn't cheap anymore.