I never wanted Apple TV, and you make it very difficult to cancel subscription. I'd like a refund for July. I never used this.

Have you checked your subscriptions

Purchases - View, change, or cancel your subscriptions.        

Purchases - Subscriptions not billed through Apple  

Link to contact Apple Support at the end of the article.

Purchases - the subscription that you want to cancel is not listed   

Have been trying to cancel AppleTV subscription

Normally, all sales are considered final, but you can ask for a refund.

If you have received a confirmation email, click the Report a problem link at the bottom.

Purchases problem.      

How long refunds from the App Store or other Apple services take.