Netflix has recently implemented a price increase for its subscribers who were paying through Apple’s iTunes method. The change has angered many customers who were enjoying a lower rate for the basic ad-free plan. Some have even threatened to cancel their subscriptions altogether.
Why Netflix Raised Its Prices
Netflix decided to stop offering its basic ad-free plan, which cost £6.99 per month, to new or rejoining members last year. However, the change only came into effect for existing customers who were billing it through iTunes earlier this week.
The reason behind this move is that Netflix wanted to avoid paying Apple’s 30% cut of the subscription fees, which it had to do since 2015 when it started allowing iTunes billing. Netflix told The Verge that members are now required to pay Netflix directly using a credit or debit card.
Netflix has also been raising its prices in other markets, such as the US, Canada, and Europe, as it tries to fund more original content, pay off its debt, and compete with other streaming services.
How Netflix Customers Reacted
Many Netflix customers were unhappy with the sudden price hike, especially those who were paying £6.99 per month for the basic ad-free plan. They now have to choose between paying less and watching ads, or paying more and staying ad-free.
Some customers took to X (formerly Twitter) to express their frustration and disappointment. One user said that Netflix stopped working with Apple Pay without informing them, and that they were locked out of their £9.99 a month price that they had paid for years. They added that they had to get charged £31 until they get a refund through Apple.
Another user said that they were cancelling their Netflix account because of the price change. They said that paying through iTunes was convenient for them and that they did not want to give their card details to Netflix.
What Netflix Customers Need to Do
Netflix customers who were paying through iTunes need to take some steps to continue using the service. First, they need to cancel their subscription through Apple and wait until the current billing period is over. Then, they need to rejoin Netflix through its website or app and pay directly using a card. 2
Netflix customers also need to decide which plan they want to subscribe to. The options are:
- Standard with adverts – £4.99 per month
- Includes ads
- Access to ‘all but a few’ films and TV shows, unlimited mobile games
- Watch and download on two supported devices at a time
- Watch in Full HD
- Standard – £10.99 per month
- Ad-free
- Unlimited films, TV shows and mobile games
- Watch and download on two supported devices at a time
- Option to add one extra member who doesn’t live with you – priced at an extra £4.99 a month
- Watch in Full HD
- Premium – £17.99 per month
- Ad-free
- Unlimited films, TV shows and mobile games
- Watch on four supported devices at a time
- Watch in Ultra HD
- Download on six supported devices at a time
- Option to add up to two extra members who don’t live with you – priced at an extra £4.99 a month each
- Netflix spatial audio
Netflix warns on its site: “The Basic plan is no longer available for new or rejoining members. If you are currently on the Basic plan, you can remain on this plan until your plan is changed or your account is cancelled.”
