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I’M CANCELING APPLE TV PLUS — AND THE PRICE HIKE IS WHY

By Rory Mellon
published about 20 hours ago

Apple TV Plus price hike is a deal breaker

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Comments (2)

(Image credit: Shutterstock)


This week Apple confirmed it's increasing the monthly subscription price of its
streaming service, Apple TV Plus. I suppose the $4.99 introduction price
couldn’t stick around forever, but the increase to $6.99 a month has me on the
verge of pressing the cancel button. 



In the grand scheme of things a $2 price increase may not seem like a
particularly significant price hike, and in isolation it's not really, but it
takes Apple TV Plus out of its previous bracket of being just cheap enough that
I wasn’t particularly concerned with how often I used the service each month. 



At a fee of $6.99 it’s a different proposition, and I'm thinking it's time to
take a break. Plus, with the cost of living set to rise further it's a good time
to slim down the number of streaming services I subscribe to — and unfortunately
Apple TV Plus is first on the chopping block. 





APPLE TV PLUS WAS NEVER THE STAR SERVICE 



(Image credit: Shutterstock)

Like many people, I’m subscribed to multiple streaming services, including
Netflix, Prime Video, Disney Plus and more. Between full-time employment, and
trying to maintain a (small) social life, I don’t use every single streaming
service I’m subscribed to every single day, or even every single week. 

RECOMMENDED VIDEOS FOR YOU... Tom's Guide



> When Apple TV Plus cost just $4.99 I was generally okay with an entire month
> passing where I didn’t use the service at all. The price hike changes things.

I predominantly use Netflix and Disney Plus on the most frequent basis (plus,
Spotify, if we’re counting music streaming as well). However, the likes of Prime
Video and Apple TV Plus have always been supplementary services that I only
occasionally use when something new is added that really grabs my attention or
is heavily recommended by a trusted colleague.



When Apple TV Plus cost just $4.99 I was generally okay with an entire month
passing where I didn’t use the service at all. And that wasn’t an uncommon
occurrence either. I rate the streaming service highly, but there’s no denying
its focus is on quality over quantity. Especially when compared to the likes of
Netflix, Apple TV Plus only adds a very small smattering of content each month. 

The problem is at $6.99, that’s more money than I’m comfortable spending on a
service that I’m not using every single month. Like many people, the ongoing
cost of living crisis is forcing me to reassess my household budget, and a
streaming service that isn’t grabbing my attention at a regular clip is the
first luxury on the list to be cut. 

Prime Video would be in a similarly dangerous position, but the streaming
service is just one of many Prime member benefits offered and I use the free
shipping often — especially recently now that early Black Friday deals have
started appearing. 


BUT I’LL RETURN TO APPLE TV PLUS AT SOME POINT 



(Image credit: Apple)

My decision to cancel Apple TV Plus comes with a pretty substantial asterisk:
I’m only canceling for now. I still rate the streaming service very highly and
consider it one of the best streaming services currently available, I’ve just
gone through all the TV shows and movies in the current library that appeal to
me right now. 

I’ve greatly enjoyed the likes of Ted Lasso, Trying, Blackbird and Severance in
recent months, and I'm greatly looking forward to them returning (minus
Blackbird which was a limited series). When Ted Lasso season 3 finally premiers,
you better believe I’ll be returning to Apple TV Plus. The same will be true
when Severance season 2 rolls around or when Trying season 4 debuts. These are
shows I definitely don’t want to miss. 

Really my cancelation of Apple TV Plus is just a temporary reshuffle of my
streaming portfolio, and that’s something that I should actually do more often.
It’s important to remember that you don’t need to stay subscribed to a service
in perpetuity. If you’re not using a particularly streaming service right now,
take a break and then return when a backlog of content has built up for you to
work through. This practice even has its own name, it’s called churn.  

So, while I’m saying goodbye to Apple TV Plus right now, in the future I’ll
almost certainly be back. That is assuming everybody’s favorite soccer coach
does actually return at some point in the future. At this point, after multiple
delays, I’m starting to wonder what the heck is happening with the Ted Lasso
season 3 release date.  

Today's best Apple TV plus deals
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Rory Mellon

Deals Editor

Rory is a Deals Editor at Tom’s Guide based in the UK. He covers a wide range of
topics but with a particular focus on deals, gaming and streaming. When he’s not
scouring retailers for PS5 restock or writing hot takes on the latest gaming
hardware and streaming shows, he can be found attending music festivals and
being thoroughly disappointed by his terrible football team.  




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See all comments (2)



2 Comments Comment from the forums
 * jlseber
   > admin said:
   > Apple TV Plus is getting a price hike — and that's got me reassessing my
   > subscription to one of the best streaming services currently available.
   > 
   > I’m canceling Apple TV Plus — and the price hike is why : Read more
   
   
   One benefit you didn't mention is that users who have bought audio/video
   media through iTunes can...
   Read More Reply
 * DW444
   I signed up as a "new or returning" subscriber yesterday through Costco at
   $44.99 annual. At $3.75 per month I'll try it out.
   Reply
 * View All 2 Comments



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