Apple TV currently has no plans to introduce an ad-supported tier, according to Apple’s head of services, Eddy Cue. In an interview with Screen International, Cue made it clear that Apple sees no immediate need to follow competitors into the ad-supported space.
When asked whether Apple would consider such a model, Cue said, “Nothing at this time. I don’t want to say no forever, but there are no plans.” He explained that Apple believes maintaining a straightforward paid model provides a better experience for viewers. “If we can stay aggressive with pricing,” Cue added, “it’s better for consumers not to have their viewing interrupted by ads.”
Apple TV launched in 2019 with a monthly price of $4.99 in the U.S. The service has since seen several price increases: to $6.99 in 2022, $9.99 in 2023, and $12.99 today. Despite rising costs, Apple continues to emphasize premium, ad-free content as a differentiator from competitors.
Other major streaming platforms, including Disney+ and Netflix, have introduced ad-supported tiers in recent years. These lower-priced options have proven popular among users seeking more flexibility amid industry-wide subscription fatigue.
Earlier this month, Apple also completed a subtle rebrand, dropping the “+” from its name. The service now appears simply as Apple TV, signaling a streamlined identity as it continues to grow its original content slate and global presence.
