T-Mobile is discontinuing its long-standing “Apple TV On Us” promotion and shifting more of the Apple TV subscription cost to customers. Instead of covering the full monthly fee, T-Mobile will only subsidize $9.99 of the subscription, requiring customers to pay the remaining $3 per month starting January 1, 2026, after which the service will renew at Apple’s regular rate of $12.99 unless canceled.
Key Changes for T-Mobile Users
Existing subscribers who previously received Apple TV free through T-Mobile will transition to a $3 monthly charge for six months. After the six-month period, the subscription will revert to Apple’s full $12.99 per month or $119 per year. T-Mobile is notifying eligible customers of this change by text message, emphasizing that after the limited discount, billing resumes at Apple’s direct rate unless you cancel the subscription yourself.
Eligibility and What to Expect
The $3 partial-discount bridge is available for select premium plans, including Experience More, Experience Beyond, Go5G Plus, Go5G Next, Magenta MAX, Magenta Plus, and ONE Plus. The discount is line-specific, so it only applies where the perk is currently active. The change is automatic: no action is needed unless customers wish to cancel before the full price kicks in.
Why the Apple TV Perk Is Ending
This update is a direct response to Apple’s price increase raising Apple TV’s monthly fee from $9.99 to $12.99. T-Mobile is absorbing the original cost for six months, but not the higher new rate. This reflects a larger trend in the wireless industry, where carriers are rebalancing plan perks and adjusting to higher content licensing costs. Other streaming partnerships, like those with Netflix and MLB.TV, have seen similar changes or new charges.
Broader Trends in Carrier Bundling
Wireless providers are moving away from permanent “free” content toward limited-time discounts and à la carte add-ons. As streaming prices rise, carriers need to manage costs and maintain profitability, offering perks that expire or require ongoing payment from customers. Research suggests consumers now frequently rotate subscriptions and seek flexible bundles, making a six-month, $3 bridge discount more appealing than a permanent giveaway.
Apple TV’s Current Offering
Apple is concentrating on an ad-free subscription model, with no plans to introduce an ad-supported tier. Sports content such as Major League Soccer and Formula 1 is now bundled with Apple TV at no extra cost, and the service’s library continues to grow with shows like “Slow Horses” and “The Morning Show”. Subscribers must weigh whether this expanding catalog warrants $3 per month for six months, and then the full price thereafter.
If you’ve been enjoying Apple TV gratis through T-Mobile, expect a soft landing into paid access: $3 per month for half a year, then $12.99 monthly—unless you opt out. This shift exemplifies the industry’s move from “free forever” perks to subsidized or time-limited discounts as streaming costs escalate.
