New subscribers to Disney+ or Hulu will no longer be able to sign up through Apple’s App Store, both Disney-owned platforms announced via updates to their help centers. Instead, individuals are encouraged to visit their browser site and sign up directly with them. The reason is clear: Apple takes a 30 percent cut on purchases made through iOS apps, which cuts into a big cut of the profits for developers (and big companies like Disney).
Existing subscribers can still manage their subscriptions through Apple, though Hulu notes, “If you no longer want to be billed by Apple, you’ll need to subscribe directly through Hulu.” They’re not trying to put any ideas in your head. However, you’ll have to cancel your subscription and sign up again. Hulu limited Apple-billed customers to two options: Hulu with ads or Hulu without ads. Live TV and add ons must come through its website.
The move comes with a price increase for Disney+ and Hulu. Under these changes, announced in August, the monthly price of the ad-supported Disney+ Basic and Hulu plans has increased from $8 to $10, and the monthly price of the ad-free Disney+ Premium plan has increased from $14 to $16. Ad-free Hulu is now $20 a month, up from $18.
Apple is unlikely to be happy with Disney’s decision. The 30 percent cut — and Apple’s determination to keep it — has led to multiple lawsuits over the past few years, with companies like Epic and Spotify claiming Apple blocked third-party purchases or the App Store.