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No Ad Tier for Apple TV 'At This Time,' According to Eddy Cue

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Apple TV has "no plans" to launch an ad-supported streaming tier for the platform, according to Apple's head of services Eddy Cue, speaking in interview with Screen International.

Apple TV Color
Asked if there were plans for a tier with ads, Cue said: "Nothing at this time. Again, I don't want to say no forever, but there are no plans."

Cue added that if Apple TV can stay aggressive with its pricing, then it's better for consumers not to have their viewing experience interrupted by ads.

Apple TV cost just $4.99 per month in the U.S. when it launched in 2019, but the price has since increased three times. The price went up to $6.99 per month in 2022, and then to $9.99 per month in 2023, and now the service costs $12.99 per month.

Many other streaming services like Disney+ and Netflix have raised prices in recent years, but both rivals have also launched ad-supported plans as lower-priced tiers that have proven popular with customers.

Apple rolled out a rebrand of Apple TV+ earlier this month, dropping the "+" from the name to read just "Apple TV."

Tag: Apple TV Plus Guide

Top Rated Comments

Apple Knowledge Navigator Avatar
Apple Knowledge Navigator
20 weeks ago
If you think about it, there already are ads because most characters conveniently own a Mac or an iPad - and everything goes to plan!
Score: 30 Votes (Like | Disagree)
SanderEvers Avatar
SanderEvers
20 weeks ago

If you think about it, there already are ads because most characters conveniently own a Mac or an iPad - and everything goes to plan!
Except the Villans. They aren't allowed to have Apple products.
Score: 23 Votes (Like | Disagree)
Plutonius Avatar
Plutonius
20 weeks ago
No plans is usually corporate speak for probably but we don't know when :(.
Score: 17 Votes (Like | Disagree)
MacUserFella Avatar
MacUserFella
20 weeks ago
But ads on Apple Maps are acceptable apparently
Score: 15 Votes (Like | Disagree)
I
ifxf
20 weeks ago
Doesn’t matter to me since I only take advantage of the service if I can get a few free months when buying an Apple product.
Score: 9 Votes (Like | Disagree)
turbineseaplane Avatar
turbineseaplane
20 weeks ago

With the sheer number of shows on streaming is having an "anti-water cooler" effect. I grew up with 90's cable and, though we were past the age of "appointment television" there were still a lot of shows that "everyone" watched.
Boy, no kidding.

Every time I get together with family, they rattle off 3-4 shows "have you seen XYZ!??" and I've literally never even heard of them. Often times I've never even heard of a single person in the cast.
Score: 7 Votes (Like | Disagree)
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