Apple has raised the cost of its music and TV streaming services above those of rivals such as Spotify and YouTube.
Anti-inflation price hikes mean Apple is one of the most expensive consumer streaming services for music, television and film content.
An individual Apple Music subscription now costs £10.99 per month, while Spotify’s equivalent Premium service, its streaming rival, is priced at £9.99. Apple previously charged the same as Spotify.
Similarly, the individual Apple TV+ package is going from £4.99 per month to £6.99, a 40% increase. This price point is lower than Disney Plus, however, which is priced at £7.99 per month for an individual subscription.
Despite investing around $4.2 billion in ordering original content for its T streaming service, Apple has failed to get many breakthrough shows. HBO’s Game of Thrones spin-off House of the Dragon is not available on the site.
One of Apple TV’s biggest hits is Severance, a Ben Stiller-directed series based on office workers with brain implants that separate their work personalities from their personal lives.
By contrast, popular Netflix series The Crown, a semi-fictional account of the life and times of the royal family, returns in November. Amazon Prime’s Lord of the Rings prequel The Rings of Power captured JRR Tolkien’s fan base.
Apple said the price increases were due to the increased cost of acquiring content for its services. Meanwhile, global inflation is rising with the UK consumer price index measuring over 10%.
A spokesperson said: “Current subscribers will receive notifications of planned price increases 30 days prior to renewal of the highest priced service.”
Nick Baker, TV and streaming expert at price comparison website Uswitch, said Apple’s price increases would be a test of customer loyalty.
He said, “AppleTV+ has fewer movies than Netflix, including Launch of the Basic With Ads package next Thursday at £4.99 per month. It also relies solely on original shows like Ted Lasso and The Morning Show, while Disney Plus and Amazon Prime Video can both rely heavily on large back catalogs.
YouTube Premium, which gives ad-free access to the Google-owned website’s music and movie collection, starts from £11.99 per month. Last week, Google announced that the price of its family subscriptions in the United States would drop to $22.99 from $17.99.