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Get Apple TV Plus for just $4 while you still can for Prime Day How to get Apple TV Plus for free I would definitely cancel Disney Plus and Paramount Plus this month — here's why Entertainment Apple TV Plus subscribers threaten to cancel after surprise price hike Scott Younker 22 August 2025 Furious fans aren't happy When you purchase through links on our site, we may earn an affiliate commission. Here’s how it works. (Image credit: Apple TV Plus) This week Apple hit Apple TV Plus subscribers with a surprise price hike that saw subscription costs leap from $9.99 to $12.99 in the US, disappointing fans of one of the best streaming services around. The 30% increase is effective immediately for new subscribers, while existing ones have until their next billing cycle. So current subscribers have a minute to decide if they want to continue paying for the service now that it costs roughly $3 more a month. Apple attempted to justify the rising cost by noting that it doesn't have ads on its library of content. You may like Apple TV Plus review — this exclusive streaming service isn't for everyone Peacock is getting more expensive — what to know about the latest price hike What streaming costs in 2025: The price of Netflix, Disney Plus, Max and more "Since it [sic] launch, Apple TV+ has expanded its deep library of hundreds of Apple Originals, with thousands of hours of premium programming across genres and brand-new releases weekly — all ad-free,” Apple told Variety.“Subscribers can explore a rich offering of thrilling dramas, epic sci-fi, feel-good comedies and live sports.” What subscribers are saying The announcement was met with near immediate backlash from subscribers. A common refrain we've seen is people saying they will cancel their subscriptions. thank you for reminding me to cancel apple tv!— @fortydeucetwits.bsky.social (@fortydeucetwits.bsky.social.bsky.social) 2025-08-22T21:08:57.488Z I was just thinking I should cancel apple tv. This will do it for me.August 21, 2025 With reports that Apple loses a billion dollars a year on Apple TV Plus, some are joking that they've been subscribed for years without paying for the service. "I’ve never paid for Apple TV+ but have somehow had a sub since it came out lol," said one Redditor. Sign up to get the BEST of Tom's Guide direct to your inbox. Get instant access to breaking news, the hottest reviews, great deals and helpful tips. Contact me with news and offers from other Future brandsReceive email from us on behalf of our trusted partners or sponsorsBy submitting your information you agree to the Terms & Conditions and Privacy Policy and are aged 16 or over. Over on various subreddits, people are sharing their tips for getting the most out of your subscriptions for the least money. These include waiting for deals, including Black Friday sales or only subscribing for a month or two, enough time to get through the shows you want to watch before cancelling again. "With the cost of everything going up, it’s just easier subscribing for a month or two at a time and binge watch your favorite shows on all these different apps," a Reddit poster commented. As my colleague Malcom McMillan wrote, "I struggle to see why people should pay $13 a month for the streaming service. I certainly wouldn't. I'd simply sign up for the month(s) when 'Slow Horses' is on, and then cancel once it's over." How to prioritize your streaming subscriptions When it comes to streaming, constant price hikes have made streaming nearly as expensive as cable. It can be hard to decide which services to actually pay for. We have a guide on how to decide which streaming services to cancel. And if you decide Apple's service isn't worth the cost, it's a fairly straightforward process to cancel Apple TV Plus. Apple may not be adding ads anytime soon, which is nice as a viewer, but further backlash to price hikes may change the company's tune. While shows like "Slow Horses" and "Severance" are worth a watch, if prices continue to go up, they may not be worth the subscription. More from Tom's Guide iPhone driver's licenses now available in these 10 US states in Apple Wallet — how to get yours iPhone 17 release date rumors — 3 key dates to put on your calendars The Apple vs Google war is over — they need to join forces to survive against OpenAI Today's best Apple TV 4K (2022) deals 1 Amazon customer review $129.99View $129.99View $135.49View We check over 250 million products every day for the best prices See more Entertainment News Scott Younker Social Links Navigation West Coast Reporter Scott Younker is the West Coast Reporter at Tom’s Guide. He covers all the lastest tech news. He’s been involved in tech since 2011 at various outlets and is on an ongoing hunt to build the easiest to use home media system. When not writing about the latest devices, you are more than welcome to discuss board games or disc golf with him. He also handles all the Connections coverage on Tom's Guide and has been playing the addictive NYT game since it released. You must confirm your public display name before commenting Please logout and then login again, you will then be prompted to enter your display name. Apple TV Plus review — this exclusive streaming service isn't for everyone Peacock is getting more expensive — what to know about the latest price hike What streaming costs in 2025: The price of Netflix, Disney Plus, Max and more I just found the best Prime Day streaming deal — grab Apple TV Plus for just $5 a month right now Ending soon! Get Apple TV Plus for just $4 while you still can for Prime Day How to get Apple TV Plus for free Latest in Apple TV + Apple TV Plus just announced a price hike effective immediately — here's how much you'll pay Ben Stiller just delivered a 'Severance' season 3 update bombshell 'Smoke' series finale — Jurnee Smollett and Dennis Lehane talk about the show's fiery ending Apple TV Plus's new historical drama is the best show you're (probably) not watching — and it's 93% on Rotten Tomatoes Adam Scott just revealed how long 'Severance' takes to film — and that could be bad news for season 3 I’d never heard of this sci-fi thriller until I watched Apple’s season 3 trailer — now I want to binge the entire series Latest in News Samsung is reportedly making UI improvements to its triple-folding phone — and it could be a productivity beast AI browsers can’t tell legitimate websites from malicious ones — here’s why that’s putting you at risk The rumors might be wrong — iPhone 18's camera control could evolve, not end How to watch college football 25/26: live stream games from anywhere Google Maps just made it easier to see the places you've been — here's how Google just revamped these underrated features for Pixel 10 — what you need to know LATEST ARTICLES Samsung is reportedly making UI improvements to its triple-folding phone — and it could be a productivity beast Our five-time best mattress winner is $400 off this Labor Day — why I'd buy now instead of Black Friday AI browsers can’t tell legitimate websites from malicious ones — here’s why that’s putting you at risk How to watch college football 25/26: live stream games from anywhere The rumors might be wrong — iPhone 18's camera control could evolve, not end Tom's Guide is part of Future US Inc, an international media group and leading digital publisher. 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