Last Updated: February 2026 | Reading Time: 4 minutes | Author: MacReview Editorial Team
Apple Music has publicly called out Spotify over its latest round of price increases, which began affecting subscribers in February 2026. The social media post highlights a growing price gap between the two streaming services as Spotify implements its third price increase in as many years.
Spotify’s 2026 Price Increases
Spotify’s latest pricing changes affect all subscription tiers in the United States and represent significant increases across the board. The adjustments follow a pattern of annual price hikes that began in 2023.
The new Spotify pricing structure in the United States is as follows:
- Spotify Premium: increased from $11.99 to $12.99 per month
- Spotify Duo: increased from $16.99 to $18.99 per month
- Spotify Family: increased from $19.99 to $21.99 per month
- Spotify Student: increased from $5.99 to $6.99 per month
This marks the third consecutive year Spotify has raised prices. The Premium individual plan was priced at $9.99 per month in 2022, increased to $10.99 in 2023, jumped to $11.99 in June 2024, and now stands at $12.99. According to Spotify, the increases are intended to help the company continue delivering a quality service experience.
Apple Music’s Strategic Response
As Spotify subscribers began receiving notifications about the February price increases, Apple Music posted a pointed message on social media stating: “BTW, we’re still the same price.” The timing and brevity of the message appeared designed to capitalize on subscriber frustration visible across social media platforms.
Apple Music launched in 2015 at $9.99 per month and has implemented only one price adjustment since then. In October 2022, the individual plan increased to $10.99 per month, where it remains today. This pricing stability represents a notable contrast to Spotify’s trajectory.
Current Price Comparison
The pricing gap between the two services has widened considerably, particularly for family plans. Apple Music’s current pricing structure in the United States is:
- Apple Music Individual: $10.99 per month
- Apple Music Family: $16.99 per month
- Apple Music Student: $5.99 per month
Individual subscribers now pay $2 less per month with Apple Music compared to Spotify Premium. The difference is more pronounced for family plans, where Apple Music costs $5 less per month than Spotify’s Family tier. Student pricing remains identical between the two services at $6.99 per month following Spotify’s latest increase.
Apple is reportedly offering a three-month free trial for new subscribers through February 24, 2026, which may appeal to Spotify users reconsidering their options. Additionally, Apple Music is included in Apple One bundle subscriptions, which combine multiple Apple services including Apple TV Plus, Apple Arcade, and in higher tiers, Apple News Plus and additional iCloud storage.
Subscriber Reaction and Market Context
Social media activity suggests measurable frustration among Spotify subscribers receiving renewal notices at the higher rates. The frequency of Spotify’s price adjustments appears to be a particular point of contention, with three increases in three years representing a cumulative 30% price hike for individual Premium subscribers since 2023.
Both services offer comparable music catalogs and core streaming features, though they differ in areas such as podcast offerings, user interface design, and ecosystem integration. Spotify has invested heavily in podcast content and exclusive shows, while Apple Music emphasizes integration with Apple devices and services.
MacReview Verdict
Apple Music’s public response to Spotify’s pricing represents an unusually direct competitive move for Apple, which typically avoids explicitly calling out competitors in marketing communications. The $2 monthly difference for individual plans and $5 gap for family subscriptions creates a meaningful value proposition, particularly as consumers face broader inflationary pressures.
For users already invested in Apple’s ecosystem, the pricing advantage combined with seamless integration across iPhone, iPad, Mac, Apple Watch, and HomePod devices may make switching increasingly attractive. However, users with established playlists, podcast subscriptions, or preferences for Spotify’s discovery algorithms face real switching costs beyond simple pricing considerations.
Whether Apple maintains its current pricing long-term remains to be seen. The company’s willingness to hold prices steady while a major competitor raises rates suggests confidence in its current subscription growth and retention metrics. For now, Apple Music’s pricing stability provides a clear competitive advantage in an increasingly expensive streaming landscape.
