I get your point but then again Apple had record breaking profits but still increased iPhone prices in Europe and Australia in 2015. And in India iPhone prices increased 29% this year.

It's business, I guess. If estimates show that only a few or no customers will leave after a price increase it doesn't make sense business wise to keep offering the product or service for the lower price. Of course they have to consider things such as image and goodwill but this "bad PR" probably won't have any long term impacts.

Additionally, we have 3 external reasons for the price increase. Whether they're justifiable is up to each individual customer that must decide whether to continue subscribing or not.

1: Matching the price in other currencies: In Denmark we've paid what amounts to $60 USD (and $70 CAD) since PS Plus launched in 2010. Brazilians still pay a lot less though as they'd have to pay R$ 185 instead of the new increased price of R$ 130 in order to price match.

2: Matching the price of the competition: Since 2010, Xbox Live has been $60 USD. The PlayStation brand has come a long way (in the US) since then and if people start to see PS and PS services as premium products (or at least on par with Xbox products) they're probably willing to pay the same.

3: Inflation: IIrc inflation in the US has gone up 10% since 2010 so sooner or later companies will have to increase prices in order to not reduce their income.

Don't services go by the same basic business rules as products? Don't the "ingredients" (bandwidth, electricity, server technicians, etc) needed to maintain this service had price increase over the years? I have many services at home, electricity, water, mobile phone, cable tv and all have yearly updates in price despite the fact that usually they don't change in terms of quantity or quality.

I'm not aware of what happened with netflix, here netflix is not even one year old, and I'm not here to defend anyone, just trying to say that this is not anti customer practice, it's just basic and simple business practice.