Undoubtedly, one of the most important events that will affect Bulgarian consumers in 2026 is the adoption of the single European currency on January 1. Because of this, for months in stores, online sites, receipts, invoices, etc. we see prices in both currencies – Bulgarian Lev and Euro.
And if the prices of food products, and all other goods, are variable quantities (sometimes every day, even several times a day), then the monthly and annual subscriptions of streaming platforms and technology giants do not change so often. More like in a year or two.
Some of them keep their prices in euros, although it is possible to use their services in a market like the Bulgarian one. Others have been showing them in both currencies since before it became official that Bulgaria would adopt the single currency. Others show them entirely in BGN.
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Such an example is the American giant Apple. Currently, prices for services such as Apple Music, iCloud and Apple TV are displayed in the local currency. This week, the company sent its users with an Apple account information about the price list in euros after January 1.
Although there is no official data on the exact number of users of devices with the iOS operating system, nor on those with an Apple ID or a subscription to one of the technology company’s services, according to various sources it is about 20% of the market.
When looking at the new prices, at first glance it makes the impression that when calculated at the official exchange rate of 1.95583 BGN = 1 EUR, the new prices are with one idea in favor of consumers. Thus, the individual plan for Apple Music, which is now BGN 9.99, becomes EUR 4.99, or about 33 cents less.
Likewise, an additional 200GB of iCloud cloud space will cost €2.99, down from €5.99 now – down 14 cents. A bigger difference in favor of the users is noticeable in the annual subscription for Apple TV, which from 179 BGN will now become 89 EUR or nearly 5 BGN down. The monthly difference is about 40 cents.
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The individual subscription for Apple One, which combines Music, TV and Arcade services, as well as includes iCloud 200 GB, will cost 12.99 euros per month, which is 54 cents less than the current 25.95 leva. The family subscription, which is valid for up to 5 people, will be almost 70 cents cheaper – at 32.95 leva now, it will become 16.49 euros.
The biggest difference in favor of the client (-12.66 BGN) is observed for 12 TB of cloud space, which at the current BGN 129.99 will cost 59.99 EUR.
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Compared to other European markets that also use the single currency, the Bulgarian ones are one or two ideas lower. Thus, Apple Music in Spain, France, Germany, Italy and Belgium costs 10.99 euros, and in the local market it will be 9.99 euros. In these same countries, Apple TV is also cheaper – 9.99 euros compared to 8.99 in Bulgaria.
