New generative AI products mean new higher prices for individual Adobe Creative Cloud customers, unless they downgrade to a version with fewer features.

Less than two years after Adobe hiked prices for Creative Cloud All Apps customers, the Photoshop giant has done it again. This time, however, it isn’t just increasing prices – Adobe is also renaming Creative Cloud All Apps to Creative Cloud Pro.

But it doesn’t end there. In a move evocative of the latest season of Black Mirror, those who don’t want to pay more for the same thing – plus a handful of new video and audio generative AI features – are free to downgrade to Creative Cloud Standard, provided they take action to do so before their next billing cycle.

Pricing for the current Creative Cloud All Apps plan (due to be replaced by CC Pro) costs an individual $59.99 a month if billed annually, and $89.99 a month without a yearly contract (the only way to cancel an Adobe subscription early). Customers who do nothing before the June 17 deadline and automatically convert to CC Pro will see their prices increase to $69.99 per month with a yearly contract, or a whopping $104.99 per month without an annual agreement. Teacher and student plans for CC Pro will run at $29.99 a month for the first year with an annual contract, and will increase to $39.99 per month after the first year of service. Student and teacher deals aren’t available for CC Standard.