Apple TV Has ‘No Plans’ for Ad-Supported Subscription Tier, Says Exec

Apple currently has no intention of launching an ad-supported version of its streaming service, according to Apple’s Senior Vice President of Services, Eddy Cue (via MacRumors).

In a recent interview with Screen International, Cue was asked directly whether Apple planned to introduce a lower-cost, ad-supported tier for Apple TV. His response was clear: “Nothing at this time. Again, I don’t want to say no forever, but there are no plans.”

Cue went on to explain that Apple’s focus remains on delivering a premium, uninterrupted entertainment experience rather than one that relies on ad revenue. He noted that if the company can stay aggressive with pricing, then it’s better for consumers not to have their viewing experience interrupted by ads.

Apple’s streaming service first launched in 2019 at just $5.99 CAD ($4.99 USD) per month. However, prices have steadily climbed over the years — increasing to $8.99 in 2022, $12.99 in 2023, and now sitting at $14.99 per month. Despite those price hikes, Apple appears committed to keeping Apple TV ad-free for now, even as rivals like Netflix and Disney+ have both found success with cheaper, ad-supported tiers.

The statement from Cue comes as Apple continues to refine its entertainment brand. Last month, the company rebranded its streaming service from “Apple TV+” to simply “Apple TV.” The streamer also recently unveiled a sleek new intro sequence, featuring a sonic logo composed by Grammy-winning producer Finneas.

With Cue shutting down speculation about ads — at least for the time being — Apple TV continues to position itself as the most premium, minimalist streaming option in an increasingly ad-saturated market.