Because of course there’s going to be ads. The enshittification of all things continues.
I kinda figure most of these price hikes exist to subsidize the hardware side of things. There isn't too much longer they can go without raising the prices on their hardware. I actually bought the base model of their newer models (never bought an iphone before) because I figure this to be one of the last windows to get that much phone at a semi-decent price.