Apple's MLS Season Pass Drops to $25 - Lowest Price Ever

Reviewed by Julianne Ngirngir

Apple's MLS Season Pass has just dropped to its lowest price point yet—as low as $25 for the remainder of 2025. This dramatic price cut represents Apple's most aggressive move to capture soccer fans as MLS kicks off its 30th season with the debut of its newest franchise, San Diego FC. The timing couldn't be better for soccer enthusiasts looking to jump into what's shaping up to be a landmark year for American soccer.

The price drop isn't just about attracting new subscribers—it's part of Apple's broader strategy in the streaming wars. With MLS and Apple now in their third year of an unprecedented 10-year, $2.5 billion partnership, this pricing move signals how seriously Apple takes its sports streaming ambitions. For tech-savvy viewers, this represents more than just a discount; it's a window into Apple's evolving approach to digital sports distribution and a strategic bet on capturing market share while competitors struggle with fragmented sports rights.

Why this pricing strategy makes perfect sense

Apple's decision to slash MLS Season Pass prices follows a predictable yet smart pattern. The season subscription dropped 30% to $69, with Apple TV+ subscribers getting an even better deal at $59. This isn't Apple's first rodeo with mid-season discounts—similar price drops occurred in June and September last year, though this year's adjustments came earlier.

The pricing reflects the amount of content remaining in the season package, which is standard practice in subscription services. What's particularly clever is how anyone signing up today will automatically renew at standard prices next year unless cancelled—a classic retention strategy that locks in subscribers beyond the discounted period.

The numbers tell the story: subscriptions more than doubled since Lionel Messi joined the league, with 110,000 sign-ups occurring on the day he played his first game for Miami. Rather than waiting for this momentum to fade, Apple is capitalizing early with pricing that makes commitment easier for casual fans who might otherwise wait.

This early-season discount strategy reveals Apple's confidence in sustained viewer engagement. Unlike 2023, when discounts arrived with only two months left in the season, Apple is betting that quality content and production improvements will drive subscription retention even at reduced entry prices.

What you're actually getting for your money

Here's where the value proposition gets interesting. MLS Season Pass isn't just about watching games—it's a comprehensive soccer streaming experience that showcases what premium sports broadcasting looks like in the streaming era. The service includes access to all regular season games, playoffs, Leagues Cup, and some MLS Next Pro matches, with no blackout restrictions that typically plague sports broadcasting.

The technical upgrades demonstrate Apple's commitment to premium experiences. Games are available in 1080p, an upgrade from the previous 720p and 1080i formats, while consistent scheduling with matches on Saturday nights and Wednesdays eliminates the scheduling chaos that previously made following MLS challenging.

The production transformation is where Apple's investment really shows. MLS now handles complete control of producing their games, adopting a model similar to the NFL with their own broadcast teams, producers, and directors. This centralized approach ensures pregame, halftime, and post-game content for every game—a consistency level that regional sports networks never achieved.

Beyond live matches, the service delivers comprehensive coverage that rivals traditional sports networks. Select preseason matches keep fans engaged year-round, while the new whiparound show airing each Saturday night provides SportsCenter-style highlights and analysis that casual fans need to stay connected with league-wide storylines.

The broader implications for streaming sports

Apple's MLS deal represents something bigger than just soccer streaming—it's a blueprint for how technology companies plan to dominate sports media. MLS is the first U.S. sports league to go almost completely direct-to-consumer, bypassing traditional broadcasters in favor of streaming-first distribution that gives both parties more control over the viewing experience.

The audience alignment creates unique opportunities that traditional broadcasters couldn't exploit. Apple TV+ users are more receptive to sports content, with 76% watching sports compared to 61% of all U.S. adults. This demographic advantage allows Apple to experiment with interactive features and personalized experiences that would be impossible on linear television.

The technology integration showcases streaming's competitive advantages over traditional broadcasting. MLS is leveraging Apple's platform for AI-powered features, including highlight creation, language translation, and personalized viewing experiences that adapt to individual viewer preferences and viewing habits.

The financial structure reveals streaming's potential to transform sports economics. The MLS deal is valued at $2.5 billion over 10 years, averaging $250 million per year and representing approximately a 450% increase from their previous deal. When revenue sharing kicks in once subscriptions cross certain thresholds, total media rights revenue could approach $300 million annually—demonstrating how direct-to-consumer models can generate more revenue per viewer than traditional advertising-dependent broadcasts.

This economic model also enables innovations like Apple TV+ and MLS partnering with IMG to relocate MLS Productions to WWE's studios in Stamford, Connecticut, creating a centralized production hub that maintains consistent quality across all 30 teams while reducing the overhead costs that plagued regional sports networks.

Should you jump on this deal?

Bottom line: if you have any interest in soccer, this pricing makes MLS Season Pass a no-brainer purchase. The $25 entry point for Apple TV+ subscribers represents exceptional value when you consider the service covers every MLS game with no regional restrictions and includes playoff coverage that extends into December.

The timing aligns perfectly with exciting league developments. San Diego FC making their debut against LA Galaxy on February 23 promises to be a marquee matchup that showcases both the league's expansion and competitive balance. For casual viewers, select matches are available for free each week, providing a risk-free way to sample the improved production quality before committing.

PRO TIP: Take advantage of Family Sharing to maximize value. Subscriptions can be shared with up to five family members, potentially bringing the per-person cost down to as little as $5 for the remainder of the season. Just remember that discounted subscriptions automatically renew at full price next season unless cancelled.

For different viewer types, here's what makes sense: Dedicated soccer fans get comprehensive coverage at unprecedented value, while casual sports viewers can explore soccer without major financial commitment. Families benefit from shared subscriptions that make premium sports content affordable for everyone.

The league's momentum supports this investment. With record attendance numbers averaging 94% capacity and social media engagement up 230% year-over-year, MLS is clearly hitting its stride. You're not just buying discounted access to games—you're getting a front-row seat to Apple's vision for interactive, personalized sports broadcasting that represents the future of how we'll consume live sports content.