No Ad Tier for Apple TV 'At This Time,' According to Eddy Cue
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.
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."
Popular Stories
Apple is finally planning to release The Savant, an Apple TV series that it delayed following the assassination of Charlie Kirk.
The Savant is set to air in July 2026, according to Variety. The Apple TV show was supposed to come out on Friday, September 26, 2025, but Apple decided not to release it due to the topic and the political climate.
When the series was pulled, star Jessica...
Apple today announced that its hit sci-fi series "Silo" is returning for a third season starting Friday, July 3, and it shared a teaser trailer.
"Silo" follows the lives of 10,000 people living in an underground bunker to escape the seemingly toxic wasteland outside. The people are unaware of why the silo was built, and those who seek the truth face deadly consequences. Rebecca Ferguson...
Apple today announced that its hit comedy-drama series "Ted Lasso" is returning for a fourth season with a first episode on Wednesday, August 5. One new episode will follow every Wednesday thereafter through October 7.
"Ted Lasso" is one of the most popular shows ever released on the Apple TV streaming service. The eponymous character Ted Lasso, played by Jason Sudeikis, starts off as a...
