1Password’s Price Hike Sparks Debate: Is Apple Passwords Now the Better Choice?

In a move that’s sent shockwaves through the Apple ecosystem, 1Password—one of the most beloved third-party password managers—has announced a significant price increase that could push many users to reconsider their options. The company is raising subscription fees by up to 33%, with individual plans jumping from $35.88 to $47.88 annually, and family plans increasing from $59.88 to $71.88 per year.

This price adjustment, set to take effect on March 27, 2026, marks the first major pricing change from 1Password in at least five years. The company cites substantial improvements in features and capabilities as justification for the increase, highlighting enhanced Watchtower alerts, expanded recovery options, and new phishing protections that have been rolled out over the past few years.

The Apple Passwords Alternative: Free and Feature-Rich

While 1Password has long been considered the gold standard for password management among Apple users, Apple’s own Passwords app—introduced with iOS 18 and macOS Sequoia—now presents a compelling alternative. Built directly into Apple’s ecosystem, the Passwords app offers secure storage for login credentials, passkeys, and verification codes, with seamless synchronization across all your Apple devices.

The timing of 1Password’s price hike couldn’t be more interesting, as it comes just as Apple’s Passwords app is maturing into a legitimate competitor. For many users, the question now becomes: why pay nearly $50 per year when Apple offers a comparable solution for free?

Breaking Down the Numbers

Let’s examine what this price increase really means for consumers:

Individual Plan:

• Old price: $35.88 per year ($2.99 per month)
• New price: $47.88 per year ($3.99 per month)
• Increase: $12.00 per year (33% increase)

Family Plan:

• Old price: $59.88 per year ($4.99 per month)
• New price: $71.88 per year ($5.99 per month)
• Increase: $12.00 per year (20% increase)

The math is particularly striking for individual users, who will see their costs increase by a third. For context, that’s an additional $1 per month—which might seem trivial, but adds up to $12 per year that many users might prefer to keep in their pockets.

What 1Password Offers That Apple Doesn’t

Despite the price increase, 1Password still maintains some advantages over Apple’s native solution. The service offers a more robust autofill experience across various platforms, including Windows and Android. It also provides advanced sharing options, vault management features, and cross-platform compatibility that Apple’s solution can’t match.

For power users who work across multiple operating systems or need advanced features like travel mode, secure document storage, or extensive team collaboration tools, 1Password’s premium offering might still justify the higher cost.

The Migration Consideration

For users considering a switch to Apple Passwords, the transition process is straightforward. 1Password allows you to export all your data in a compatible format, making the switch relatively painless. However, it’s worth noting that some advanced features and organizational structures might not translate perfectly to Apple’s simpler system.

Market Context and Competition

The password management market is becoming increasingly competitive, with services like Bitwarden and Proton Pass offering free tiers or significantly lower pricing. Bitwarden, for instance, offers a premium individual plan for $10 per year—less than a quarter of 1Password’s new price.

This price increase from 1Password could be seen as a risky move in a market where alternatives are readily available and often cheaper. However, the company appears confident that its feature set and reputation will retain enough customers to justify the higher pricing.

What This Means for Apple Users

For the average Apple user, this price increase might be the nudge needed to finally try Apple’s built-in Passwords app. If you’re primarily using Apple devices and don’t need cross-platform functionality, Apple’s solution might be perfectly adequate for your needs.

The decision ultimately comes down to your specific requirements. Do you need advanced features? Do you work across multiple platforms? Are you heavily invested in the Apple ecosystem? Your answers to these questions will determine whether 1Password’s new pricing is worth it or if Apple Passwords provides sufficient functionality at no additional cost.

Looking Ahead

As we approach the March 2026 implementation date, users will have time to evaluate their options and make informed decisions. For those on annual subscriptions renewing before the deadline, there’s a brief window to lock in current pricing.

The password management landscape is clearly evolving, and this price increase from 1Password could mark a turning point in how Apple users approach digital security. Whether it leads to a mass exodus to Apple’s free solution or users continue to value 1Password’s premium features remains to be seen.

One thing is certain: with Apple providing a capable free alternative and competition offering lower-priced options, 1Password’s price increase has intensified the debate about what users should expect to pay for password management in 2025 and beyond.

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