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Eating the $3 in this case is chump change for a company whose revenue at the end of Sept. 30th 2025 was $21.957B. Are you implying that they are too poor to eat this mere $3 per post paid customer increase? Given they integrated this perk into the Experience More plan when they released the Experience Plan offerings on April 23rd of this year; I thought they'd easily be able to offer other extras. Something more than yearly phone upgrades, Scam Shield, and some discounts for the amount of money they wanted for it. It just seems like a case of corporate greed to me.
Revenue is not profit, and even then its not about whether they have the raw cash. Monthly, and quarterly, and or even yearly payment raw cash flow isn't how any healthy business operates.
They still have to maintain the existing network, continually upgrade that network, plan and test for future upgrades costing tens of billions in additional capital expenditures, and pay for all of the network support, customer support, and marketing, and and sales teams behind it all.
All of that has to be funded via those profits across years of infrastructure planning. If they don't have the money when a new generation of technology comes on the market, then they don't have a way to upgrade their network.
Covering an additional 25% increase in cost for your overpriced Apple TV subscription is a very low fucking priority.
No one is leaving T-Mobile because Apple is raising the price and T-Mobile isn't covering it. They're leaving because they're already considering it and this is a final straw. Despite that also meaning they'll be paying Apple $12.99 for it instead of $3 through T-Mobile. But I guess paying $13 more for it instead of $3 must somehow make sense for some people.