In Russia, prices for iCloud, Apple Music, and App Store subscriptions will increase. According to insiders, Apple plans to update its pricing policy in Russia in the coming months, increasing prices by 19%. The changes may take effect before the summer of 2026.
At the moment, Apple has not made any official announcements. However, since January 1, 2026, the base VAT has increased in Russia, and usually, sellers of digital services include this surcharge in the final price. Apple is gradually raising prices around the world. Tariffs in Russia have not been revised since 2015.
In the USA, the Apple Music service, launched in 2015, initially cost $9.99 per month, and in 2022 its price increased to $10.99. The Apple TV+ platform, which started in 2019 for $4.99, now costs $12.99 per month. The increase in cost was approximately 2.6 times (plus 160% to the original price). Similar changes are observed with other services.
In Russia, the minimum cost of a music subscription is 169 rubles, and Apple TV+ costs only 199 rubles. This is significantly cheaper than popular services in the USA or Europe. Therefore, an increase in VAT is unlikely to be the main reason for the price increase: rather, it is Apple's desire to raise more funds and bring conditions to world standards.
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