Apple TV Plus Offering 54% Discount Amid Wave of Cancellations

Apple TV Plus recently surprised subscribers with a sudden price increase, bumping monthly subscriptions from $9.99 to $12.99. Understandably, this left some users feeling frustrated, leading to a wave of cancellations. However, some subscribers who attempted to cancel their subscription were offered a discount to encourage them to stay on board. In one instance, Apple TV Plus offered a 54% discount for two months, bringing the price down to $5.99 a month before reverting to the original $12.99.

Interestingly, this discount seems to be targeted at existing subscribers rather than new ones. Despite the price increase for monthly subscriptions, Apple still offers an annual subscription for $99, which breaks down to $8.25 a month, making it a potentially more affordable option for some users. Those who canceled before the price hike last week may not have been offered this discount, suggesting that it only appeared in response to the increased pricing.

It’s worth noting that Apple has not raised prices on its Apple One bundles, which combine services like TV Plus, Music, and Arcade. For those looking to avoid the $12.99 fee, the optimal strategy may be to cancel after the second $5.99 charge. For instance, if you cancel today, the $12.99 price would kick in again in November.

Apple has defended the price increase by highlighting the absence of ads on its platform. The service boasts a library of Apple Originals across various genres, free from interruptions. While the original content like “Slow Horses” and “Severance” has received positive feedback, continued price hikes may diminish their value for subscribers.

If you’re feeling overwhelmed by the ever-increasing costs of streaming services, you’re not alone. It can be challenging to determine which services are worth keeping. We have a guide on how to evaluate your streaming subscriptions to help you make informed decisions. And if you ultimately decide that Apple TV Plus no longer aligns with your entertainment preferences, canceling your subscription is a straightforward process.

While Apple has emphasized its ad-free approach, ongoing backlash to price hikes may lead to a shift in strategy. The company’s focus on premium content is commendable, but customer satisfaction remains a key factor in the competitive streaming landscape. As the industry continues to evolve, it’s essential for providers to strike a balance between quality content and reasonable pricing.