Apple Music could be about to get considerably cheaper. According to a pair of sources who have “worked closely” with the service since its launch, Apple is currently considering a 20 percent price cut in an effort to attract more subscribers.
Apple Music currently costs $9.99 a month for individuals, or $14.99 a month for families. If the 20 percent cut is implemented, the service could cost as little at $7.99 a month for one, and as little as $12.99 a month for up to six users.
It’s thought the discount will not be applied to the student subscription, which is already just $4.99 a month.
Digital Music News, which first reported the claims, notes that while “serious discussions” are ongoing within Apple, the price cut isn’t guaranteed yet. Should the company choose to go ahead with it, the cut could come as soon as December as part of a holiday promotion.
What’s unclear at the moment is who will be eligible for the new prices. The report suggests that those who subscribe to Apple Music while the discount is live will continue to pay the reduced price going forward. Those on a three-month trial will also pay the lower price.
However, existing subscribers who are already paying today’s prices may not be able to take advantage of the reduction unless it becomes permanent. And even if they are transitioned to the lower prices, there will be no refund for the months they’ve already paid.
Apple wants to fight Amazon
“Amazon appears to be the biggest motivation for the pricing discussions,” reports Digital Music News. “The reason, unsurprisingly, is that Amazon Music is pretty damn cheap compared to their competitors.”
Amazon Music Unlimited is $9.99 a month just like Apple Music, however, Prime subscribers get it for just $7.99 a month. Amazon also offers an Echo-only subscription that costs a mere $3.99 a month, while Prime subscribers get basic Amazon Music totally free.