Apple Music has raised its subscription prices worldwide, in its first increase to the service since 2022.
The new pricing is already live on Apple‘s pricing pages in the US, the UK and Europe, and MBW understands it is rolling out across other markets.
In the US, the Individual plan rose to $11.99 per month from $10.99, the Family plan to $19.99 from $16.99 and the Student plan to $6.99 from $5.99.
The new pricing took effect today (July 17), and marks the first increase to Apple Music‘s prices since October 2022.
Apple confirmed the price increase and the reason behind the change in a statement provided to MBW:
“As a result of rising licensing costs, Apple Music is increasing its subscription price beginning today,” the company said.
You can see the old pricing and new pricing in the US below:
In the UK, the Individual plan rose to £11.99 from £10.99 and the Family plan to £19.99 from £16.99.
In Europe, the Individual plan rose to €11.99 from €10.99, the Family plan to €19.99 from €16.99 and the Student plan to €6.99.
“As a result of rising licensing costs, Apple Music is increasing its subscription price beginning today.”
Apple Music
New subscribers to Apple Music pay the new prices immediately, while existing subscribers are typically moved to them at their next billing cycle after being notified by Apple.
Apple Music had held its prices unchanged since October 2022, when it raised the US Individual plan to $10.99 from $9.99.
Apple Music launched in June 2015 priced at $9.99 per month in the US, and held that price for seven years before the 2022 increase.
At the time, Apple gave the same reason, saying the change was “due to an increase in licensing costs” and that “artists and songwriters will earn more for the streaming of their music.”
Its 2022 round also raised the prices of Apple TV+ and the Apple One bundle, and was applied worldwide.
Rival Spotify implemented a price rise in the US and other markets in early 2026, and its Individual plan now costs $12.99 per month there, up from $11.99.
Spotify‘s February round also lifted its US Family plan to $21.99 and its Student plan to $6.99.
Apple Music‘s new $11.99 US Individual price sits $1 below Spotify‘s.
The move followed a pattern of international price increases that Spotify has implemented across multiple markets over the past year, including the UK, Switzerland and Australia, and various markets across Europe, Latin America, and Asia-Pacific.
The company has consistently signaled that regular pricing adjustments would become an ongoing strategic priority as it pursues sustained profitability.
During the company’s recent Q3 earnings call, Co-Chief Executive Officer Alex Norström addressed questions about pricing strategy.
“We… saw steady retention rates following the rollout of our recent price increases across more than 150 markets. These results show the power of the product and the loyalty of our subscribers,” Norström said on the call.
The major record companies have pushed streaming services to raise subscription fees, arguing that prices have not kept pace with inflation and remain low compared with video services such as Netflix.
Industry figures have long argued that music streaming is underpriced compared with video, a point underscored last year when Apple raised the price of Apple TV+ to $12.99 while Apple Music stayed at $10.99.
The global music-subscription market reached 921.6 million subscribers at the end of 2025, nearing 1 billion, with Spotify the largest service worldwide.Music Business Worldwide
Apple Music has announced a global increase in its subscription prices, marking the first adjustment since October 2022. The new pricing structure, which took effect on July 17, 2023, is already reflected on Apple’s pricing pages in the US, UK, and Europe, with plans to roll out in other markets as well.
In the United States, the Individual plan has increased to $11.99 per month from $10.99, the Family plan has risen to $19.99 from $16.99, and the Student plan is now priced at $6.99, up from $5.99. Similar adjustments have been made in the UK and Europe, with the Individual plan now at £11.99 and €11.99 respectively, and the Family plan at £19.99. The Student plan in Europe has also increased to €6.99.
Apple confirmed the price hike, attributing it to « rising licensing costs. » This explanation aligns with the company’s previous statements regarding price increases, as seen in their last adjustment in October 2022, when the Individual plan was raised from $9.99 to $10.99 in the US. At that time, Apple noted that the increase was necessary for artists and songwriters to receive higher earnings from music streaming.
New subscribers will immediately pay the updated prices, while existing subscribers will transition to the new rates upon their next billing cycle, following notification from Apple.
Apple Music originally launched in June 2015 at a monthly rate of $9.99 in the US and maintained that price for seven years until the first increase in 2022. The current price of $11.99 for the Individual plan still positions Apple Music at a dollar less than its main competitor, Spotify, which raised its prices in early 2026. Spotify’s Individual plan is now priced at $12.99, while its Family plan has increased to $21.99, and the Student plan remains at $6.99.
Spotify has been actively implementing price increases across various markets over the past year, indicating a strategic priority for sustained profitability and signaling a trend of regular adjustments in subscription fees. During a recent earnings call, Spotify’s Co-CEO Alex Norström shared that the company has seen steady retention rates following their price hikes across more than 150 markets, underscoring subscriber loyalty and the strength of their product.
The major record labels have long advocated for streaming services to raise their subscription fees, arguing that current pricing has not kept pace with inflation and remains comparatively lower than subscription rates for video services like Netflix. This sentiment has been echoed across the industry, where stakeholders believe that music streaming is undervalued relative to video services. This issue was further highlighted when Apple raised the price of Apple TV+ to $12.99 while Apple Music’s price remained at $10.99 at that time.
The global music subscription market is experiencing significant growth, reaching approximately 921.6 million subscribers by the end of 2025, edging closer to the 1 billion mark. Spotify remains the dominant player in the market, holding the largest share of subscribers worldwide.
In summary, the price adjustments for Apple Music reflect the ongoing trend in the streaming industry, with companies responding to rising operational and licensing costs while navigating competitive pressures in the music streaming landscape. As both Apple Music and Spotify adjust their pricing strategies, it remains to be seen how these changes will impact subscriber growth and retention in the coming years.
