Apps, phones, and platforms all seem to have one thing in common now: a “Pro” or a premium version. Most companies promise a better version of their product with more features, no ads, and a smoother experience. Because of this, many basic versions feel limited, with constant ads and locked features that incite consumers to pay for premiums. Oftentimes, the free version becomes more of a “preview,” and premium or “pro” versions become the full experience. This leads many consumers to ask why brands keep releasing so many “Pro” versions, and why customers often feel pressured to upgrade just to get the best version of a product.
Launching premium versions of apps, technology, and platforms allows companies to charge higher prices. Companies such as Apple and Spotify both have premium options for their apps that generate them millions of dollars. According to statista, Spotify’s paid premium subscriptions brought in around 13.82 billion euros, or around 16 billion in revenue in 2024. Instead of charging upfront, most platforms have a free and basic version at no cost to attract users. However, once people are used to the service or the app, companies will have a locked “Pro” or premium version that users have to pay for. This allows people to already feel invested in the app, and are more likely to pay for a better version. Although this may feel unfair for users who want the full experience without spending any money, companies continue to do this because it makes them more profit.
“I upgraded to CapCut Pro because the standard version has worse quality exports and less effects I can use for my edits,” states freshman Joaquin Catano.
Millions of companies and apps offer similar services to one another. For example, Spotify and Apple Music both let users stream music. By introducing a “Pro” or premium version, companies can better market their product and stand out from their competitors. Promoting extra features and exclusive tools can make their product seem more advanced and appealing to consumers. When a major company adds a “Pro” version to its platform, it creates pressure for other companies to do the same in order to remain competitive. For example, after Snapchat introduced Snapchat+, platforms like X launched their own paid premium subscription features with exclusive tools and perks.
Freshman Timothy Tian says, “I bought Spotify premium because I am always listening to music, and the unlimited skips and no ads make it worth it for sure.”
Premium versions of apps and platforms are mainly profitable because of marketing. There are constant ads that remind users what they are missing out on, and to upgrade to the “Pro” version of a product or service. This can make users feel like the free version is not good enough, and that they are missing out on other features or tools. In some cases, friends or family may also have the premium version, which can make users feel pressured to pay so they do not feel left out. This pressure is often connected to FOMO where people worry they are not getting the same experience as others.
Furthermore, subscription and monthly payments contribute a lot to this trend. All the streaming platforms and music subscriptions people have can add up fast and get really expensive. According to a C+R Research survey, the average American spends about $219 per month on subscriptions. This includes Pro or premium versions of apps, where people pay extra for advanced features, even if the fee seems small, which is why these costs can add up without them noticing.
Pro versions give users extra features and tools that can make apps more useful, but they usually come with extra costs. Depending on which features you need, you can decide if upgrading is worth it without paying for things you don’t need or use.
