Apple TV remains one of the few major streaming platforms that hasn’t adopted an ad-supported tier, even as Netflix, Amazon Prime Video and Disney+ expand their ad-based models. While Apple typically avoids such revenue strategies, the high costs of running a streaming service have pushed many competitors to explore ads as an additional income stream.
So, is Apple TV next in line to introduce ads? The question was recently posed to Apple’s services chief, Eddy Cue.
Apple TV With Ads: Is It Happening?
Cue clarified that Apple currently has no plans to launch an ad-supported tier, though he didn’t rule it out entirely. “Nothing at this time. Again, 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,” he said.
Apple has long positioned itself as a premium, ad-free experience, and Cue’s comments maintain that stance—while leaving room for change if the market demands it. Still, it would be surprising to see Apple follow a trend it has resisted even as rivals grow their subscriber base through ad-supported offerings.
The company recently rebranded its streaming service—now also called Apple TV—adding to the confusion with the Apple TV device and a refreshed Apple TV app icon, all sharing the same name.
In India, Apple continues to keep pricing highly competitive, offering Apple TV+ for just ₹99 per month, matching the price of Apple Music. Introducing ads could undermine the premium viewing experience users expect from the brand, something Apple will likely consider carefully before making any move.
