T-Mobile ends free Apple TV Plus perk as streaming costs and prices rise
The change affects nearly 140 million T-Mobile customers as the carrier phases out one of its most widely used streaming perks.
T-Mobile is ending its popular Apple TV on Us perk after Apple raised the price of its streaming service from $9.99 to $12.99 and continued spending heavily on original programming, which now costs the platform about $4.5 billion each year. Apple TV Plus has also been losing more than $1 billion dollars annually, so keeping it free through carrier partnerships is no longer practical.
The change affects a large slice of the country. T-Mobile ended the third quarter of 2025 with nearly 140 million customers across its postpaid, prepaid and wholesale businesses. The perk, first introduced in 2022, covered high-tier plans such as Experience More, Experience Beyond, Go5G Plus, Go5G Next, Magenta MAX, Magenta Plus and ONE Plus.
Starting January 1, 2026, these users will still get six months of Apple TV Plus at no cost. After the trial, their subscription automatically renews at the new $12.99 rate, although T-Mobile will apply a $9.99 discount for a limited period, leaving customers with a $3 monthly bill. By June 2026, that discount ends and subscribers will carry the full cost unless they opt out through their T-Mobile accounts. The company has already notified users through text alerts and public updates.
Louis Eriakha
The shift reflects a broader trend in the streaming market. Platforms like Netflix, Disney Plus and Prime Video are relying more on direct subscriptions rather than carrier bundles. Apple is nudging users toward Apple One, which groups TV, music and fitness in a single plan. As prices rise, the value of once convenient carrier perks is becoming less predictable, especially for viewers who travel frequently and rely on cross-platform access.
Apple TV Plus, meanwhile, is still investing in global releases. Brad Pitt’s F1 The Movie will stream on the platform this December and is part of Apple’s push to build a stronger slate of premium content despite rising costs.
T-Mobile’s decision also leaves room for competitors like Verizon, AT&T and several MVNOs to position their own bundles differently. Carrier perks remain a useful tool, but they now depend on the financial realities of the platforms behind them rather than long-term agreements.
The takeaway
The end of T-Mobile’s free Apple TV Plus offer highlights how quickly streaming economics are shifting. For viewers in any market tracking global trends, the lesson is simple. Bundled perks may look free, but they can change without warning. Comparing direct subscriptions and competing services is becoming more important as platforms chase profitability, and carriers reassess what they can afford to offer.
Emmanuel Umahi
