Apple’s Senior Vice President of Services, Eddy Cue, has directly shut down rumors for a cheaper, ad-supported version of Apple TV, stating the company has no plans to follow competitors like Netflix and Disney+ down the ad-based route.
Speaking in a recent interview with Screen International, Cue was clear about Apple’s current strategy. When asked about a potential ad tier, he responded, “Nothing at this time.” He did, however, leave the door slightly ajar for the distant future, adding, “Again, I don’t want to say no forever, but there are no plans.”
For Apple, it’s about the user experience. Cue explained that if Apple can “stay aggressive with its pricing, it’s better for consumers not to get interrupted with ads.” This positions Apple TV as a premium, uninterrupted service, a stark contrast to rivals like Amazon Prime Video, which recently made ads the default for all subscribers.
Apple TV is now the only major streaming service without a lower-cost ad plan. This “no-ads” stance is being maintained even as the service’s price has climbed significantly, rising from its $4.99 launch price in 2019 to $12.99 per month as of this August.
It’s worth noting that “no ads” applies to Apple’s original movies and series. The company does sell and run advertisements during its live sports programming, such as MLS Season Pass and upcoming Formula 1 coverage.
The “no ads” stance wasn’t the only rumor Cue squashed. He also dismissed speculation that Apple might buy a major service like Warner Bros, A24, or Disney to expand its library. He reiterated Apple’s historical “build, not buy” approach, stating, “We don’t do a lot of major acquisitions… I don’t see that happening because we like what we’re doing.”
But what do you think? Is an ad-free experience worth the $12.99, or would you take a cheaper plan with ads if Apple offered it? Let us know in the comments below. Stay updated with the latest news on this by downloading the Appleosophy App from the App Store or by visiting our website.
