It's not exactly simply a price increase in this case but a degradation of the service due to the Standard option not featuring Day One games on the service for console users, you know, the majority of where their Gamepass userbase is ...
Basically using the upcoming 1st party releases and especially COD to strong-arm lower tier subscribers to cave in to Ultimate.
As for the next increase in price, I think it'll solely dépend on the growth of the service, part of the reason they're also doing the increase is because of the slowed growth. It's the easiest way to create monetary growth by exploiting the current base.
If the subscription growth situation doesn't change quite much after the holiday rush season, then expect a yearly increase in price.
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