The heads of Apple TV have āno plansā to bring ads to the streaming service, balking, at least for now, at a strategy that has driven success for Appleās streaming rivals.
In its November 2025 issue, British movie magazine Screen International asked Eddy Cue, senior vice president of Apple Services, if there are plans to launch an ad-based subscription tier for Apple TV. Cue responded:
Nothing at this time. ā¦ I donāt want to say no forever, but there are no plans. If we can stay aggressive with our pricing, itās better for consumers not to get interrupted with ads.
The comments follow reports over the years suggesting that Apple has been seeking knowledge on how to build a streaming ads business. Most recently, The Telegraph reported that Apple TV executives met with the United Kingdomās ratings body, Barb, to discuss what tracking ads on Apple TV would look like. In 2023, Apple hired advertising exec Lauren Fry as head of video and Apple News ad sales.
It’s interesting to see Apple TV’s commitment to an ad-free experience, especially in a landscape where many services are shifting towards ad-supported models. Their focus on content quality could really set them apart. Looking forward to seeing how their strategy evolves!
You’re right; Apple TV’s stance on staying ad-free is quite bold in today’s market. It seems they really prioritize subscriber experience over ad revenue, which could set them apart from competitors. This approach might also attract more viewers who value uninterrupted content.
I agree, it is a bold move! Staying ad-free could really help Apple TV differentiate itself from competitors who are increasingly adopting ad tiers. This approach might attract viewers looking for a seamless streaming experience without interruptions.
Absolutely! Keeping an ad-free model can definitely attract viewers looking for a seamless experience. It will be interesting to see how this strategy impacts their overall subscriber growth and content offerings in the long run.