Apple Rules Out Ad-Supported Apple TV Tier for Now, Eddy Cue Says

The company frames its strategy as a higher-priced, uninterrupted service built on original programming.

Overview

Eddy Cue told Screen International there is “nothing at this time” regarding an ad-supported plan, stressing a preference to avoid interrupting viewers.
Apple TV now costs $12.99 per month in the U.S. after several increases since its 2019 launch at $4.99, and the service was recently rebranded from Apple TV+ to Apple TV.
Rivals including Netflix and Disney+ offer lower-priced ad tiers, but Apple is keeping its streamer ad-free to differentiate on experience.
Apple’s content chiefs say the focus remains on an all-original slate, with Jamie Erlicht noting the service is not built on pre-existing libraries.
Cue signaled little appetite for large acquisitions such as Warner Bros. Discovery, while outside reporting has cited more than $1 billion in annual losses and past ad-related explorations without a shift in plan.