Apple Music maintains lower pricing as rivals raise subscription fees

Apple Music’s Individual plan remains priced at $10.99 per month, compared with $12.99 charged by Spotify and Amazon Music. Amazon Music Unlimited Individual costs Prime members $11.99 per month, though its latest round of price increases will only apply to existing subscribers from March. Amazon Music also offers discounts for annual billing and a lower-priced option that excludes audiobooks.

The pricing difference has prompted renewed discussion among US consumers, with some considering switching platforms. Apple Music’s Family plan is also priced $5 per month lower than Spotify’s equivalent, further underlining the disparity.

Following Amazon Music’s announcement of higher fees, Apple Music highlighted its unchanged pricing in posts on X. “BTW, we’re still the same price,” the company wrote in a post that attracted more than 30 million views. A follow-up message added: “Ready to move on? Bring everything with you… even your playlists. Try 3 months on us. Terms apply. Don’t look back.”

The posts coincide with Apple Music’s continued offer of a three-month free trial for new users, suggesting a broader effort to capitalise on competitors’ price rises. There has been no indication that Apple Music plans to increase prices in the near term.

However, analysts and users note that price alone may not drive large-scale subscriber migration. Apple Music does not offer an ad-supported free tier, unlike Spotify. In September, Spotify relaxed restrictions on its free plan, a move seen as strategic ahead of its own planned price increases in early 2026 and amid slower-than-expected growth in advertising revenue.

Online discussions, including on Reddit, reflect mixed sentiment. While some users cite pricing as a reason to consider switching services, others appear reluctant to leave their current platforms. Responses to Apple Music’s posts on X also included criticism from existing Apple customers, with one user commenting: “Having to pay for Apple Music when owning all Apple products is still the biggest scam.”

At the premium end of the market, Spotify is expected to introduce a higher-priced, feature-rich tier aimed at dedicated users, though the long-discussed offering has yet to launch. Such a move could encourage high-engagement subscribers to remain within Spotify’s ecosystem despite higher base prices.

The pricing shifts have also drawn attention to alternative services. Qobuz, previously positioned as a higher-cost option focused on audio quality, now charges the same monthly Individual price as Spotify in the US, with lower effective rates available through annual billing and reduced Duo and Family plans.

As subscription prices diverge across platforms, the extent to which consumers will change services, or explore alternatives, remains uncertain.