Apple TV remains ad-free - Eddy Cue confirms strategy

While many streaming services are increasingly relying on advertising models, Apple is sticking to its guns. The company intends to continue offering Apple TV without ad interruptions. This was confirmed by Eddy Cue, head of Apple's services division, in an interview with Screen International. According to Cue, an ad-supported version is not currently planned – and for good reason.

Since its launch in 2019, Apple TV has become a fixture in the streaming market. The service began as a relatively inexpensive option, focusing primarily on high-quality original productions. Apple TV has since expanded its offerings and released numerous award-winning series and films. While competitors like Netflix and Disney+ are experimenting with new pricing models, Apple remains committed to its premium approach. Advertising is still not part of the company's strategy.

No advertising level in sight

In the interview, Eddy Cue clarified that Apple TV currently has no plans for an ad-supported model. He stated verbatim:

There aren't any at the moment. I don't want to say no forever, but there are no plans right now.

Cue also emphasized that it would be better for consumers if Apple TV maintained its current pricing policy and didn't disrupt the viewing experience with advertising. According to Cue, Apple's focus is on ensuring users can enjoy content without interruptions – a point that clearly differentiates the streaming service from other platforms.

Price development since 2019

When Apple TV launched in 2019, the price was €4.99 per month. The price has been adjusted several times since then.

2022: Increase to €6.99 per month
2023: Increase to €9.99 per month
2025: current price €9.99 per month

With these increases, Apple TV is now at a similar price level to other premium streaming services. However, Cue made it clear that the focus is on quality, not quantity. Apple wants to offer its customers a high-quality, ad-free streaming experience, even if that means a higher price.

Competitors rely on advertising

While Apple TV remains ad-free, other providers have taken a different approach in recent years. Both Netflix and Disney+ have introduced ad-supported subscription models, which serve as cheaper alternatives to their standard plans. These options are primarily aimed at price-conscious users who are willing to accept advertising. Apple, on the other hand, pursues a clearly defined strategy: no ad interruptions, no ad-supported plan options, but a single, unified, ad-free offering.

Rebranding: Apple TV+ becomes Apple TV

In early October, Apple also changed the name of its streaming service. The former Apple TV+ is now simply called Apple TV. With the rebranding, Apple apparently aims to provide greater clarity and more closely integrate the service with its own TV app and the entire Apple ecosystem. For users, nothing changes apart from the name – the content and features remain the same.

Apple TV remains ad-free on its premium model.

Apple TV remains true to its principles and continues to forgo advertising. Despite rising prices, the company sees no reason to introduce a cheaper, ad-supported tier. Eddy Cue emphasized that Apple's focus is on an uninterrupted, high-quality streaming experience. While other services are experimenting with new models, Apple is committed to continuity and simplicity. This ensures that Apple TV remains a clearly positioned premium service that prioritizes ad-free viewing and quality – consciously differentiating itself from the competition. (Image: Apple)