T-Mobile is ending free Apple TV subscriptions for qualifying plans eligible for the On Us perk. Apple TV was offered free of additional cost to customers on qualifying rates, but will now require a monthly fee.

T-Mobile has not updated its website with the new terms yet. Customers who were receiving an Apple TV subscription for free from T-Mobile have begun getting texts informing them of the change.

The company is saying the change is due to an increase in Apple TV's subscription fees. This is true, Apple TV increased its subscription fee from $9.99 to $12.99 this August. T-Mobile does not want to keep covering the whole cost.

According to the texts received by eligible customers, found on online posts like this one on Reddit, T-Mobile will only keep covering the original $9.99 fee. Customers will have to start paying $3 each month from their own pockets.

The new prices will come into effect starting next year. Customers will be billed $3 monthly starting January 2026.

[image|center|1763584292771-jt4wxvfmvud.jpg|Text from T-Mobile informing customers of change in Apple TV On Us pricing|The text T-Mobile customers are getting.]

How this affects you

T-Mobile has been losing goodwill amongst its customers for months. Plans seeing price increases, removing taxes from final price quotations, and forcing T-Life on customers has left a sour taste in everyone's mouth.

Wall Street analysts are warning of a brewing pricing war between Verizon and T-Mobile, but both companies are taking different approaches to tackle these issues. Verizon has decided to not increase prices. Instead, Verizon is laying off 15 percent of its workforce.

T-Mobile employees are scared of being laid off like their peers at Verizon. Some T-Mobile representatives are considering leaving the company entirely.

T-Mobile charging customers for a perk that used to be free is another reason for people to begin thinking of switching sides. This may not be the only new fee the company is introducing. T-Mobile may charge for contract termination from now on.

All of these changes will add up. Some T-Mobile customers may end up cancelling their On Us perks. Others may change plans or even carriers entirely. There are only so many price hikes the American public can endure.

Images courtesy of T-Mobile and Reddit