Apple has no current plans to introduce an ad-supported version of its streaming platform, Apple TV, according to Eddy Cue, the company’s head of services. Cue said in a recent interview that while Apple isn’t ruling out the idea permanently, the company believes the viewing experience is better without advertising interruptions.
The statement comes as Apple stands out as the only major streaming provider without a lower-cost, ad-supported tier. Competitors such as Netflix, HBO Max, and Amazon’s Prime Video have all adopted the model in recent years, offering cheaper subscriptions supplemented by advertising revenue. Cue’s comments suggest Apple intends to maintain a different approach, relying instead on premium pricing and its catalog of original shows and films to attract and retain subscribers.
Apple TV’s pricing, however, has steadily increased since its launch in 2019. The service began at $4.99 per month before climbing to $6.99 in 2022, $9.99 in 2023, and most recently $12.99 in August 2025. The latest increase positions Apple TV among the more expensive ad-free streaming services, raising questions about how far audiences are willing to follow Apple’s premium-only strategy in a market increasingly shaped by flexible pricing models.
Cue also addressed speculation that Apple might expand its entertainment footprint by acquiring a major studio such as Warner Bros. Discovery. He dismissed the possibility, noting that Apple’s acquisition strategy has never centered on large-scale studio purchases. Instead, he emphasized Apple’s focus on internal content development and gradual expansion of its streaming library.
Earlier this month, Apple quietly dropped the “plus” from the Apple TV name. Cue explained that the change was made for clarity and brand alignment. While services like iCloud and Apple News maintain the “plus” designation to distinguish paid versions from their free offerings, Apple TV has no permanent free tier—making the simplified name more consistent with the company’s current product lineup.
Apple’s decision to remain ad-free underscores a broader tension in the streaming industry between viewer experience and revenue diversification. As the market matures and consumer tolerance for price hikes diminishes, Apple’s bet on a purely subscription-based model will test whether a premium, ad-free experience can still stand out in an increasingly crowded streaming landscape.
