Nigerian subscribers of Apple Music are bracing for a significant price hike as Apple Inc. announced a 30% increase in its Individual plan, set to take effect from June 22, 2025. The subscription will rise from ₦1,000 to ₦1,300 per month, marking the first adjustment since November 2022.
In an email sent to users on Monday, the tech giant informed subscribers of the upcoming change. The message stated:
“Apple is raising the price of this subscription from ₦1,000.00 per month to ₦1,300.00 per month. Your subscription will automatically renew for ₦1,300.00 per month starting on 22 June unless you cancel at least one day before.”
While Apple did not provide an official explanation for the increase, analysts point to the recent depreciation of the Nigerian Naira against the US dollar as a likely cause.
The new pricing marks Apple Music’s largest jump in Nigeria, following a modest 10% increase in 2022 when the cost moved from ₦900 to ₦1,000. This 30% spike reflects the broader economic pressures affecting digital services priced in foreign currencies.
Launched in June 2015, Apple Music has become a leading global streaming platform, offering over 90 million songs, curated playlists, and exclusive content. Its seamless integration with Apple devices and features like Beats 1 Radio make it a preferred choice for many within the Apple ecosystem.
Despite the price hike, Apple continues to invest in user experience. In March 2025, the company introduced “Sound Therapy,” a new audio wellness collection developed in partnership with Universal Music Group. The offering features a mix of familiar tracks and specialized sound waves—such as auditory beats and colored noise—designed to promote focus, relaxation, and sleep.
Complementing this is the Apple Music Chill radio station, which provides a continuous flow of chill music interspersed with mindful moments and calming stories. These features reflect Apple’s broader strategy of integrating wellness into its streaming experience.
Apple Music’s presence in Nigeria continues to grow, despite tough competition from platforms like Boomplay, Spotify, and Audiomack. The company expanded its reach from 12 to 37 African countries last year, underlining a firm commitment to the continent’s burgeoning music market.
Karl Anderson, Apple Music’s Head of Music in Africa, emphasized the platform’s focus on local content and artist support.
“We’re serving up a hyper-local editorial experience… with playlists for every genre and region, supported by creatives from across Africa,” he said.
According to Sensor Tower, Apple Music in Nigeria generated a steady revenue stream in Q1 2024—growing from $331 to $401. Weekly downloads ranged between 11,000 and 14,000, while active users hovered around 40,000. The platform reported a 119% increase in streams year-over-year, with subscriber numbers doubling in Nigeria alone.
Though still trailing competitors, Apple Music’s strong brand, local investment, and curated experience have positioned it as a formidable rival in Africa’s digital music space.
With the new pricing set to take effect in June, many Nigerian users will now weigh the added cost against Apple Music’s expanding offerings. For Apple, however, the move reflects the ongoing challenge of balancing global pricing models with local economic realities.
