Starting this week, Hulu has dropped the $13.99 subscription price to $11.99, so customers who subscribe via an Apple device using iTunes billing will now pay the same price as other Hulu customers.
Hulu informed subscribers about the change through emails that went out yesterday. Beyond the emails, Hulu offered no explanation for the sudden price drop, which was originally in place because of the cut Apple takes from all App Store purchases, including subscriptions.
Prior to 2016, Apple took a 30 percent cut of all transactions, but in late 2016, Apple cut that in half for video subscription apps. Apple now takes a 15 percent cut of subscription fees for subscriptions for apps like Netflix and Hulu that are purchased via the App Store.
Hulu Christmas present. Price cut as Netflix is increasing my price. pic.twitter.com/qdOcv0GXFd— Walt Piecyk (@WaltBTIG) December 20, 2017
Hulu's App Store description continues to list $13.99 as the price for the No Commercials plan, but when you sign up in app, it's providing the new $11.99 price tag.
Hulu's Limited Commercial plan continues to be priced at $7.99 on Apple devices. $7.99 is the standard price on the Hulu website as well, but at the current time, Hulu is offering a promotion that drops the price to $5.99. That promotion is not available in the Hulu apps for Apple TV and iOS.