I, too, was stunned by the price hikes.
Don't get me wrong - I knew all along that we'd be seeing another price increase before Cars Land opens. In fact, as soon as the prices went up
last year in June - instead of in August, which was the expected time - I knew that it meant that the prices would go up around the same time this year, just in time for the masses to descend upon DCA for the unveiling of all the new stuff. (Although I expected the increase to happen in June and not in May.)
I even figured that Disney would
increase the increase, as it were... I assumed they would go from, say, a $40 or $50 price hike on the Premium and Deluxe AP's to, perhaps, something like a $60/$70 increase. Maybe even $75 for the Premium. It would still hurt the ol' wallet, of course, but because of all the new things that are poised to debut at DLR in just a few weeks, I thought it was likely.
I just about fell on the floor in shock when I saw that the Premiums are going up by $150, and the Deluxe by $90. Actually, I don't even know what to say about it that hasn't already been said in this thread! Frankly, some of what I said and thought (to myself) can't even be repeated on the DIS!
I know Disney is a massive entity in the business world, and they know how to make strategic decisions and raise prices on everything while still reeling in the adoring fans who eat it all up (that would be us). So I am sure there must be a method to their madness in raising the prices soooo much all at one time, rather that kind of doing it in stages over time.
This kind of huge increase in the AP prices only makes sense to me - in my non-business-oriented mind - if Disney were not going to increase its prices at all for another 2 or 3 years. IF they skip an increase next year and don't raise the prices again until 2014 or 2015, then tomorrow's price hikes would seem reasonable to me. But...how many of us
really think that Disney is not going to raise its prices again for another 2 or 3 years? It's highly likely that there will be some sort of increase every single year, as there has been every year for a long time.
My AP doesn't expire until November, so it will carry me through a couple of Halloween Time visits, thankfully. But, my annual DLR trip in December - which is what I look forward to every year, and which is my true priority over all other Disney trips - will be affected. I'm not sure I'll be able to renew the Premium AP. I may have to downgrade to the Deluxe (and take the lower food discounts) or go with a Hopper. I'm not in a position to get a voucher for a new AP now, unfortunately. I will have to just play it by ear and sort it all out in another few months.