Apple users are a little baffled and upset after discovering that their subscription prices are rising.

While streaming platforms like Netflix and Disney+ have announced subscription rate hikes, it seemed that Apple would hold steady for a while.

But Dan Morgan, senior portfolio manager at Synovus Trust, spoke with Yahoo! Finance and explained, “It’s not surprising. It’s a very competitive environment, and [Apple] is trying to offset some of the things that are happening with some of the competitors.”

Inflation is a driving factor for the subscription hike, as is the advent of ad-supported cheaper subscription options from Netflix and Disney.

Even YouTube is not immune, recently hiking its YouTube Premium Family Plan from $17.99 to $22.99.

The subscription rate hike for Apple affects Apple TV+, Apple Music, and the Apple One Bundle.

Apple Music is now $10.99 for an individual plan, and the family plan is now $16.99.

Apple TV+ is going up to $6.99.

And the Apple One bundle (which includes Apple Music, Apple TV+, Apple Arcade, iCloud+, Apple News+, and Apple Fitness+) will now be $16.95.