Spotify just raised prices again, and Apple Music wasted absolutely no time reminding everyone that it did not.
As February renewals roll in with higher monthly charges, Apple Music jumped onto social media with a simple jab: “BTW, we’re still the same price.” Ouch.
And yes, that timing was intentional.
Spotify’s new prices in the US
Here’s what Spotify subscribers are now paying:
- Spotify Premium: from $11.99 to $12.99
- Spotify Duo: from $16.99 to $18.99
- Spotify Family: from $19.99 to $21.99
- Spotify Student: from $5.99 to $6.99
This marks yet another increase in just a couple of years. Spotify raised prices in 2023, then again in June 2024, and now here we are in early 2026 with another bump.
Spotify says the increase will help it “keep delivering a great experience.” Subscribers, meanwhile, have been… vocal.
Apple Music’s not-so-subtle flex
Over on social media, Apple Music saw the moment and took the shot.
The service has not raised its price since October 2022, when it moved from $9.99 to $10.99 per month. Since then, it has stayed put.
Here’s how Apple Music pricing compares:
- Apple Music Individual: $10.99 per month
- Apple Music Family: $16.99 per month
- Apple Music Student: $5.99 per month
That makes Apple Music $2 cheaper per month for individuals and a noticeable $5 cheaper for family plans compared to Spotify’s new pricing.
That family plan difference adds up fast over a year.
And just to twist the knife a little further, Apple Music is currently offering a free three-month trial through February 24.
Apple Music’s response is clever because it is simple
Streaming prices across the board have been creeping up, and Spotify is not alone in adjusting pricing. But perception matters. When customers feel like prices are climbing too often, competitors get an opening.
Apple Music’s response is clever because it is simple. No big campaign, no flashy ad… just a reminder that it costs less.
Is Apple Music objectively better than Spotify? That depends on who you ask. Spotify still leads in discovery features and playlists for many users. But when price becomes the headline, Apple suddenly looks very attractive.
Sometimes you do not need to launch a new feature. You just need to sit still while your rival gets more expensive.
