If you were hoping for a cheaper, ad-supported version of Apple TV, don’t expect it to happen anytime soon.
According to Eddy Cue, Apple’s head of services, the company has “no plans” to launch an ad tier, at least not right now.
In an interview with Screen International, Cue said, “Nothing at this time. Again, I don’t want to say no forever, but there are no plans.” His comments suggest that Apple’s keeping its focus on offering a cleaner, ad-free experience, something that’s becoming increasingly rare in the streaming world.
Cue explained that as long as Apple can stay “aggressive” with pricing, it’s better for consumers not to have their shows interrupted by ads. That might sound optimistic, though, given how much Apple TV’s price has crept up over the years.
When it launched back in 2019, Apple TV+ cost just $4.99 a month in the US. Since then, it’s seen three price hikes – to $6.99 in 2022, $9.99 in 2023, and now $12.99 a month. Still, Apple’s betting that its premium, ad-free approach will help it stand out in a market where almost everyone else has gone hybrid.
Netflix, Disney+, and even Prime Video have all leaned into ad-supported tiers as cheaper entry points for subscribers, and it’s worked. Those lower-cost plans have proven popular, especially as streaming fatigue and subscription costs continue to pile up.
Apple, on the other hand, seems content to position itself as the sleek, uncluttered alternative especially after its recent rebrand of Apple TV+ to simply “Apple TV” earlier this month.
On Reddit, many Apple fans agreed with Cue’s stance, arguing that ads would tarnish the company’s “premium” image. “Apple shouldn’t have ads anywhere; it instantly ruins their brand,” one user wrote, echoing a widely upvoted sentiment that the company doesn’t need ad revenue to succeed. Still, a few commenters took a pragmatic view, noting that ads are simply “the cost of doing business” in today’s streaming landscape.
For now, that means fewer ads, but not fewer dollars. And while an ad-supported tier isn’t completely off the table forever, it’s safe to say Apple’s in no rush to follow the crowd.
