Huh? For individual plans there's no hike ($12/mo.). Family plan went from $18 to $23, hardly insane.
But now if you purchase via iOS instead of the web it's $30 because of the Apple 30% tax. So... don't do that. They are literally pushing you to subscribe via the web, so do that.
The only thing insane is that Apple still takes a big cut of streaming/media subscriptions.