T-Mobile now faces sharp criticism as it starts charging for a perk that customers once received at no cost. The carrier confirmed it will add a $3 monthly fee for the Apple TV “On Us” benefit starting January 1, 2026. This move follows a long chain of pricing changes that have already frustrated many subscribers.
At the same time, T-Mobile reports mixed signals. It added one million new postpaid customers last quarter. Still, more people canceled their plans compared to last year. This shift shows a growing gap between new sign-ups and long-term loyalty.
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Rising Costs Push Customers to Reconsider
More Americans now question their phone bills. According to data cited by WhistleOut, 42 percent of major carrier customers saw higher monthly costs over the past year. Even more telling, 58 percent now consider switching providers. T-Mobile alone risks losing nearly 76 million users due to rising plan prices.
Meanwhile, the Apple TV change adds pressure. Customers on Plus-level plans who once enjoyed the perk for free will soon pay $3 each month. Those with discounted plans will now pay the full $12.99 rate instead of the earlier $9.99. T-Mobile sent alerts through text, pointing to Apple’s recent price hike as the reason.
As cost concerns rise, streaming habits shift too. Research shared by All About Cookies shows 84 percent of Americans have canceled at least one streaming service, mostly due to price increases.
Customers are Angry
Angry responses flooded Reddit and other platforms. Many users say they will drop the Apple TV add-on. Others threaten to leave T-Mobile altogether. These reactions reflect growing exhaustion with repeated pricing adjustments.
At the same time, viewers weigh value against cost. While Apple TV holds popular content, usage numbers remain lower than top rivals. That reality makes the new fee harder to justify for casual users.
T-Mobile Promises Change Yet Pressure Remains
T-Mobile recently named Srini Gopalan as its new CEO and pledged to fix customer pain points. He admitted the company creates too much friction and vowed to improve the experience. Still, analysts cited by Investor’s Business Daily warn that stronger competition from Verizon could spark further price battles.
For customers, the message feels clear. Higher fees replace once-free perks, and patience runs thin.
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