No Ad Tier for Apple TV ‘At This Time,’ Says Eddy Cue
Apple’s head of services, Eddy Cue, has officially stated that there are “no plans” for an ad-supported Apple TV tier. During an interview with Screen International, Cue clarified that while Apple won’t rule out ads forever, Apple TV+ will remain ad-free for now. The decision reinforces Apple’s focus on maintaining a premium, uninterrupted streaming experience — a strategy that aligns with its long-standing brand philosophy.
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Why Is There No Ad Tier for Apple TV Yet?
When asked about following competitors like Netflix and Disney+, which offer ad-supported tiers, Cue explained that Apple TV+ aims to prioritize quality and user satisfaction over ad revenue. He emphasized that keeping prices competitive provides better value than inserting ads. Despite multiple price increases — from $4.99 at launch to $12.99 today — Apple TV+ continues to focus on content-driven growth rather than monetization through advertising.
Could Apple Introduce an Ad Tier in the Future?
Cue didn’t entirely close the door on the idea, stating: “Nothing at this time. I don’t want to say no forever.” This leaves room for potential changes if the streaming market evolves further or consumer demand shifts. However, for now, Apple remains committed to a seamless, ad-free subscription experience, distinguishing itself from its rivals’ hybrid models.
How Does Apple TV+ Compare to Other Streaming Services?
Compared to Netflix, Hulu, and Disney+, which have all adopted tiered pricing with ads, Apple TV+ takes a premium-only approach. This means no ad interruptions and a focus on original, high-quality content like Severance, Ted Lasso, and Masters of the Air. Although its subscription cost is slightly higher now, Apple believes ad-free storytelling is worth the price difference — appealing to viewers who value immersion over discounts.
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