Disney Plus and Hulu No Longer Allow In-App Subscriptions via Apple

In a move that is likely aimed at cutting costs and avoiding Apple’s fees, Disney Plus and Hulu have stopped allowing new and returning subscribers to sign up directly through their iOS apps. Instead, users attempting to create accounts or renew subscriptions will now be redirected to their respective websites. This change was first reported by MacRumors, with the details confirmed in official support documents from both streaming services.

If you open the Disney Plus or Hulu app on an iPhone or iPad and try to subscribe, you’ll encounter a message that prompts you to complete the process on the Disney Plus or Hulu websites. For instance, if you attempt to sign in on Disney Plus without an active subscription, the app displays the following message:“Unfortunately, this app doesn’t support in-app sign up. Finish setting up your account on the website. Create and manage your account at disneyplus.com/next.”

Similarly, Hulu’s app now directs users to its website when they try to subscribe or log in without an active subscription.

Why the Change?

The reason behind this shift is likely tied to the 30% fee that Apple takes from in-app purchases, which includes subscriptions initiated through apps on the App Store. By moving subscriptions outside of the iOS ecosystem, Disney can avoid this revenue-sharing model, retaining a larger portion of its subscription fees.

Disney is not the first major company to make such a move. Netflix stopped supporting in-app subscriptions through Apple’s platform back in 2018, and earlier this year, it ended Apple billing for existing users as well. Spotify also famously halted in-app subscriptions, going as far as to display a tongue-in-cheek message in its app that reads,“We know, it’s not ideal.”

What Happens to Current Subscribers?

For those who are already subscribed to Disney Plus or Hulu via Apple’s in-app billing, Disney has confirmed that the billing will remain active. Existing subscribers who are paying through Apple will continue to be billed through Apple’s system unless they choose to switch to another billing method.

However, for new subscribers and returning users, the apps will no longer offer the option to sign up directly through Apple, requiring them to go to the Disney Plus or Hulu websites to initiate the subscription.

Impact on Users

While the change might be slightly inconvenient for users accustomed to the seamless in-app sign-up experience, it is a growing trend among streaming and digital service providers looking to bypass the fees imposed by app store ecosystems. Users will need to visit the official websites of these services to manage their accounts, which, although an extra step, allows companies to save a significant amount of money in the long run.

In the case of Disney Plus, the change comes at a time when the company is facing increased competition from other streaming services like Netflix, HBO Max, and Amazon Prime Video. Cutting out the Apple tax on subscriptions is a strategic move to maximize revenue in a highly competitive market.

What’s Next?

As the streaming wars continue to intensify, it's possible that more services will follow in the footsteps of Disney, Netflix, and Spotify by cutting ties with in-app subscriptions and directing users to their websites. This trend represents a larger pushback against the App Store’s stringent fee structure, which has long been a point of contention for app developers and service providers.

For now, if you’re looking to sign up for Disney Plus or Hulu on your iPhone, you’ll have to take an extra step and head over to their websites. While it might not be as convenient, it ensures that these services can offer more competitive pricing without losing a significant cut to Apple.