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

Cue frames the move as preserving a premium, uninterrupted experience aligned with Apple’s brand.

Overview

Eddy Cue told Screen International there are “no plans” for an ad-supported Apple TV tier, adding he doesn’t want to say “no forever.”
Cue said Apple prefers to keep viewing ad-free if it can stay aggressive on price, with the U.S. subscription now at $12.99 after several increases since 2019.
Apple recently rebranded its streaming service, dropping the plus and using the simpler Apple TV name.
Rivals including Netflix and Disney+ offer popular, lower-priced ad plans, leaving Apple as one of the few major services without an ad-supported option.
Asked about dealmaking, Cue said he doesn’t see Apple pursuing large content acquisitions, indicating confidence in the company’s all-original approach.