Per the Apollo developer's post, a huge amount of the problem is existing subscriptions already sold for $10/year, which are now massive costs - and negative on net if there's even four months left on them. Not that having the price of your app suddenly quadruple from $10/year to $40/year because of API fees would be a small problem on its own!

https://old.reddit.com/r/apolloapp/comments/144f6xm/apollo_w... ("Why not just increase the price of Apollo" section)