Apple Music price hikes to $10.99 in U.S., marking first increase since 2022
When Apple Inc. lifted the monthly fee for its Apple Music individual plan from $9.99 to $10.99 on August 22, 2025, United States subscribers felt the pinch. The move, announced from Cupertino, California, is the first adjustment since the 2022 revision and comes alongside a family‑plan bump to $16.99. Oliver Schusser, Apple Music’s Vice President and Head of International Content, told Music Week the hike reflects rising licensing costs and new product enhancements.
Background and pricing history
Since its launch in 2015, Apple Music kept the individual price steady at $9.99 until a modest increase to $10.99 in 2022. That 2022 adjustment also nudged the family plan from $14.99 to $16.99 and raised the student tier to $5.99. Until now, the platform’s pricing cadence has hovered on a two‑year rhythm, with no changes in 2023 or 2024.
DealNews’s 2025 pricing analysis confirms the stability: from 2021 through the end of 2024 the $9.99 rate persisted, making the August 2025 move the first price rise in three years.
Details of the 2025 price increase
The new rates are:
- Individual Apple Music: $10.99/month (up 10%)
- Family plan: $16.99/month (up 13.4%)
- Apple TV+ (stand‑alone): $12.99/month (up 30%)
- Apple One (Individual tier): unchanged at $19.95/month
Apple says the hike helps artists earn more. In a statement to Deadline, a company spokesperson explained, “The change to Apple Music is due to an increase in licensing costs, and in turn, artists and songwriters will earn more for the streaming of their music.” The company also highlighted “product enhancements” such as Dolby Atmos, lossless audio, and deeper integration with the iOS ecosystem.
Reactions from Apple and industry insiders
Schusser, in his interview, was blunt: “We don’t really care what the music industry expects. We’re focused on providing great value to our customers.” He added that the timing coincided with the rollout of spatial audio, a feature Apple has marketed aggressively.
Consumer advocacy group CyberNews flagged a compliance problem in Europe, noting that Apple failed to send the required email, push or in‑app notice before the June 2025 price change in the EU. The absence sparked a flurry of complaints on social media, though Apple’s legal team has yet to comment.
Competitive landscape
Spotify, the market leader with a free, ad‑supported tier, recently lifted its premium plan to $10.99, essentially matching Apple’s new price point. Amazon Music continues to bundle its streaming service with Prime at $9.99, while Tidal holds a premium tier ranging from $10.99 to $19.99 aimed at audiophiles.
Netflix, a non‑music competitor, announced its sixth price hike in ten years in August 2025, pushing its premium plan to AU$28.99 in Australia. By contrast, Apple’s global pricing adjustments appear more measured, with most markets seeing a 5‑10% increase.
Consumer impact and potential savings
The U.S. Bureau of Labor Statistics reported a 9.1% average consumer‑price inflation over the past 12 months, meaning Apple’s 10% rise is just a shade above the broader economy.
For fans who bundle services, the unchanged Apple One price offers a sizable discount. If bought separately, the annual cost would be:
- Apple Music: $10.99 × 12 = $131.88
- Apple TV+: $12.99 × 12 = $155.88
- Apple Arcade: $4.99 × 12 = $59.88
- iCloud+ 50 GB: $0.99 × 12 = $11.88
Combined, that’s $359.52 versus $239.40 for the Apple One bundle – a $120.12 savings each year.
New users can still snag a six‑month trial for a one‑time $2.99 fee, a promotional deal that sidesteps the regular pricing entirely.
Future outlook
Analysts at Rootnote.co wonder whether Spotify will follow Apple’s lead and raise its price again later this year. “For many within the industry, the move is long overdue,” one analyst noted, pointing to rising licensing fees and inflationary pressure.
Apple’s pricing philosophy seems to hinge on ecosystem lock‑in: the tighter the integration of Music, TV+, Arcade, and iCloud, the easier it is to justify a premium bundle.
Whether the company will roll out further hikes before the next renewal cycle remains uncertain. Schusser hinted that any additional increase would be tied to “significant new features,” leaving the door open for future upgrades such as higher‑resolution lossless tiers.
Frequently Asked Questions
Why did Apple raise the Apple Music price now?
Apple cites higher licensing fees from record labels and recent product enhancements—like Dolby Atmos and lossless audio—as the main drivers behind the $1 increase.
How does the new price compare to competitors?
Spotify’s premium plan now also costs $10.99, while Amazon Music bundles with Prime for $9.99. Tidal’s high‑fidelity tier starts at $10.99, ranking Apple among the pricier options but with exclusive spatial‑audio features.
Will the price hike affect Apple One subscribers?
No. The Apple One Individual tier stays at $19.95 per month, meaning bundled users keep their current rate and continue to save compared with buying each service separately.
What impact does the increase have on artists?
Apple says higher licensing costs translate into larger royalty payouts, so songwriters and performers should see a bump in earnings per stream, though exact figures haven’t been disclosed.
Is another price increase likely this year?
Industry watchers think a further hike is possible if Apple rolls out major new features. So far, the company hints any future change would be tied to “significant new features” rather than routine inflation adjustments.
