Eddy Cue Says Ad-Free Streaming Remains the Priority.
Apple has officially ruled out launching a cheaper, ad-supported Apple TV streaming tier, despite a growing shift in the industry toward ad-based subscription models. Eddy Cue, Apple’s Senior Vice President of Services, confirmed that the company currently has no plans to introduce an ad-supported version of Apple TV, emphasizing Apple’s commitment to a premium, ad-free streaming experience.
In a recent interview, Cue stated, “Nothing at this time. I don’t want to say no forever, but there are no plans. If we can stay aggressive with our pricing, it’s better for consumers not to get interrupted with ads.”
This stance diverges from competitors such as Netflix, Disney+, and Amazon Prime Video, all of which have rolled out ad-supported subscription tiers to attract more budget-conscious users. Many streaming services are turning to advertising-based plans to increase revenue and manage production costs while keeping prices competitive.
Cue also declined to reveal Apple TV subscription numbers but confirmed that the streaming platform continues to expand.
“We’re growing faster, we have more viewers, and they’re watching more hours than any time before,” he said.
Recently, Apple simplified its branding by dropping the “+” from Apple TV, unifying both the Apple TV streaming service and Apple TV hardware under a single name. This rebranding aligns with Apple’s broader push for a more cohesive entertainment ecosystem.
