Adobe raises Creative Cloud price by $10, rebrands as "Pro"

Adobe is pushing deeper into AI—and asking its users to pay for it. The creative software giant announced Monday that it will rebrand its flagship subscription service as **Creative Cloud Pro**, while raising prices by **\$10 per month** for All Apps users in the U.S., Canada, and Mexico. The new pricing will take effect **June 17, 2025**, and includes expanded AI tools that Adobe says are central to the future of digital creativity. The monthly price for Creative Cloud Pro will jump to **\$69.99** for users on annual plans, with **month-to-month subscriptions climbing to \$104.99**, up from \$89.99. Annual prepaid plans will now cost around **\$800**—an 18% increase. Existing subscribers will be automatically transitioned to the new Pro tier unless they opt into a newly introduced budget plan. ### A New Budget Option for AI-Light Users In an effort to cushion the blow—or at least provide an off-ramp—Adobe also unveiled a new **Creative Cloud Standard** tier priced at **\$54.99/month**. This plan maintains access to desktop apps like Photoshop and Illustrator but offers **limited AI capabilities**, aimed at more cost-conscious users who may not need the full suite of generative features. "Creative Cloud Pro includes all the core applications and new AI capabilities that power the way people create today, and its price reflects that innovation," the company said in a statement. ### What You Get: AI Everywhere The Pro plan centers heavily on AI-powered tools. It offers **unlimited access to features like Photoshop’s Generative Fill** and includes **4,000 monthly credits** for advanced AI video and audio tools. According to Adobe, that’s enough to create around **40 five-second videos** or **14 minutes of translated audio** per month. Notably, Adobe is expanding beyond its proprietary Firefly model, integrating third-party AI generators including **OpenAI**, **Google Imagen**, and **Veo 2**. ### Creative Community Reacts Loudly The announcement has already triggered a wave of mixed reactions across Adobe’s user forums and social media channels. “It’s just disgusting what you have done. Shame on you Adobe,” wrote one disgruntled hobbyist photographer, who claims their monthly cost has risen by 68% in just a few years. This price hike follows previous increases to Adobe’s Photography and Creative Cloud plans over the past two years—prompting some users to question the long-term sustainability of Adobe’s subscription model as AI capabilities become table stakes in creative tools. ### Wall Street: Still Bullish Despite the backlash, Wall Street appears unshaken. Barclays analyst Saket Kalia reiterated an “Overweight” rating on Adobe stock, pointing to the pricing strategy as a key contributor to Adobe’s **2025 guidance of 11% annual recurring revenue growth**. Kalia maintains a price target of **\$567**. The move suggests Adobe is betting that AI’s value-add will justify the cost—both for its customers and its investors.