Apple raises Apple Music and device prices in July 2026

Apple Music’s individual plan jumps to $11.99 per month and the family tier to $19.99, while Apple simultaneously lifts prices on iPads, Macs and accessories by $100‑$300, the first major price hikes across its ecosystem since 2022【1】.

Apple Music price bump

Apple raised its streaming fees by $1 for the individual and student plans and $3 for the family plan, the first adjustment since October 2022 when the individual tier moved from $9.99 to $10.99【1】. The new rates still sit below Spotify’s $12.99 individual and $21.99 family prices, but the gap has narrowed, especially as Spotify’s student tier now matches Apple’s $6.99 price point【1】. Apple has not issued a formal announcement; the changes appeared on its website and were first spotted by Apple Insider【1】.

Hardware price surge across the lineup

In the same week, Apple lifted suggested retail prices on a range of devices: iPads rose $100 (standard model from $349 to $449), iPad Air $150 (from $599 to $749), iPad Pro $200 (from $999 to $1,199), and MacBook Air $200 (from $1,099 to $1,299)【4】. The average increase across all affected products was $246.67【4】. CEO Tim Cook attributed the hikes to “soaring cost of memory and storage chips,” describing the supply crunch as a “hundred‑year flood”【4】. Notably, iPhone, Apple Watch, AirPods and several accessories were exempt from the increase【4】.

Competitive context

Apple Music’s modest rise keeps it marginally cheaper than Spotify, but the narrowing price differential could pressure price‑sensitive subscribers, especially as rumors of an ad‑supported free tier circulate【1】. On the hardware side, the price jumps place Apple’s flagship tablets and laptops closer to premium competitors such as Microsoft Surface and high‑end Android tablets, potentially dampening demand among cost‑conscious consumers. The simultaneous timing of the hikes with Apple’s back‑to‑school promotions in Asia suggests the company is banking on bundled incentives to offset the higher sticker price【3】.

What to watch

• July 2026 – Apple’s next earnings call – Look for commentary on subscriber churn and hardware sales after the price changes.
• Potential rollout of an ad‑supported Apple Music tier – Could mitigate subscriber loss if pricing becomes a barrier.
• Competitor pricing moves – Monitor whether Spotify, Amazon Music or other services adjust their rates in response.

The dual price increases signal Apple’s confidence in its premium positioning despite cost pressures, but the real test will be whether consumers accept higher monthly fees and device costs without a corresponding boost in perceived value.