Apple changes the rules of the game: free streaming services for cloud subscribers

Apple announced a significant change in its pricing model in Israel: iCloud+ subscribers will get free access to Apple TV and Apple Arcade, starting from the cheapest tier costing 3.90 shekels per month. The move effectively eliminates standalone subscriptions to these services in Israel and discontinues the Apple One bundle for new subscribers. The package will roll out in September in over 100 countries.

Apple announced a dramatic change in its pricing model in Israel, under which iCloud+ subscribers will receive free access to Apple TV and Apple Arcade, starting from the cheapest tier costing 3.90 shekels per month and including 50 GB of storage. This represents a significant price reduction: Apple TV currently sells for 25.90 shekels per month and Apple Arcade for 17.90 shekels, so their combined cost was 43.80 shekels. For those who paid separately for all services, this means savings of up to 43.80 shekels per month or about 526 shekels per year. Apple TV includes original series like "Ted Lasso" and "Severance," and Apple Arcade offers over 200 games without ads. Additionally, subscribers will get access to Apple Music Select, a collection of ad-free music stations. Following this move, Apple TV and Apple Arcade will no longer be offered as standalone subscriptions directly through the company in Israel, and the Apple One bundle will be discontinued for new subscribers. Existing subscribers to the separate services will transition to receiving access through iCloud+. The package will roll out in September in over 100 countries and regions, and an iCloud+ subscription can be shared with up to five additional family members through Family Sharing. The move transforms iCloud+ from paid cloud storage into a broad service bundle, raising the question of whether competitors will lower prices in response.