Consumers face higher subscription costs as HP posts strong earnings and steps up share buybacks.
HP is once again raising prices for its Instant Ink subscription service. The move, effective from 24 April, adds up to 50% to some plans and comes amid growing criticism that HP is prioritising shareholders over customers.
In Switzerland, the 10-page plan will increase from CHF 2.25 to CHF 2.50 ($2.70/ €2.35), while the 700-page plan rises from CHF 32.50 to CHF 37.50 ($40.55/ €35.25). Over-page charges also go up, from CHF 1.00 to CHF 1.50 ($1.60/ €1.35) per 10 pages, according to Swiss tech site Digitec. In the US, the 15-page plan jumps to $1.79 (€1.65), with similar increases across other tiers, as reported by Reddit users.
Users are venting online. One Reddit user reported: “Currently I have a 50-pages plan which will cost 5.49?€ instead of 4.99?€.” Another said: “Cancelled mine 2 days ago and trying to use up my ink and rollover pages before the end of the month. New printer from Costco arriving tomorrow—no more HP or ink cartridges for me.”
This is not the first price adjustment. In December 2023, The Recycler reported a 50% increase across many Instant Ink plans. HP also removed its free tier in 2022, replacing it with a paid low-usage plan.
Some industry observers are now questioning whether this latest hike is the first visible impact of tariffs or supply chain pressures. While HP has not cited duties as a reason, ongoing trade tensions and recent regulatory focus on non-compliant imports may be pushing up component costs. If chips or other parts are now subject to tariffs or tighter controls, Instant Ink consumers may be picking up the tab.
HP continues to post healthy profits. In its most recent earnings report, the company confirmed strong margins and renewed share buybacks. Critics say the company’s pricing strategy is increasingly geared towards pleasing Wall Street over its customer base. “They’re squeezing ink out of us to juice the stock,” one Reddit user commented.
HP is also under legal scrutiny. In 2023 it settled a US class action complaint alleging cartridges were disabled after Instant Ink was cancelled. In 2024, a French NGO accused HP of planned obsolescence for blocking third-party cartridges via firmware.
Ink Tank printers from Epson and Canon continue to grow in popularity, offering pay-as-you-go ink refills without subscription fees. Some consumers see them as better long-term value, especially after multiple price hikes from HP.
Whether driven by tariffs, profit pressure or a bid to lock in customers, HP’s subscription strategy faces growing resistance. If loyal users are to stick with Instant Ink, HP may need to invest less in buybacks and more in customer value.
After all, HP’s current message seems clear: pay our prices, or buy a new printer – but do not even think about using cheaper cartridges. We will just firmware out that option for you.
