Apple TV customers have threatened to cancel their subscriptions, following the news that the company is jacking up their prices by up to 40 percent. The change will bring the monthly cost from $6.99 to $9.99 in the US. Some customers say they are willing to pay for Apple TV+'s new higher price to continue watching popular shows such as Ted Lasso, and The Morning Show. However, many have criticized the changes, with some arguing that Apple doesn't have enough high-quality content to justify paying more. One angry customer write this on X: “Apple TV+ was PERFECTLY priced for a service with a decent assortment of worthwhile originals and ZERO library. It's not worth $9.99.” Another added: “I've used two three month free promotions for Apple TV this year. I've rarely found anything worth watching.”