It's not just you. It seems like practically every streaming service got more expensive in the last year.

• Apple is raising the price of a subscription to its streaming platform Apple TV+.
• The increase comes a week after Netflix announced its own price hikes.
• Streaming giants are seeking profitability — not just subscriber growth.

Your Apple TV+ subscription is going up — again.

Apple is raising the price of a monthly subscription to its streaming platform Apple TV+, the home of "Ted Lasso" and "The Morning Show. A monthly subscription will now cost $9.99, a $3 hike from its former $6.99 price tag and a $5 hike from the $4.99 it cost just over a year ago.