A method and apparatus for deprioritizing access on an unlicensed band based on user equipment (UE) preference in a wireless communication system is provided. A wireless device attempts to access a cell on an unlicensed frequency and starts a timer. When the timer expires, if the wireless device is a licensed preferred wireless device, the wireless device deprioritizes the unlicensed frequency. If the wireless device is an unlicensed preferred wireless device, the wireless device deprioritizes only the cell. The wireless device performs a cell reselection according to the de-prioritization.