Apple Rules Out Ad-Supported Apple TV Tier—for Now
Eddy Cue signals a short-term commitment to ad-free viewing despite rising subscription prices.
Overview
- Apple’s services chief told Screen International there are no plans for an ad tier, saying, “Nothing at this time,” while not ruling it out forever.
- Cue said Apple prefers not to interrupt viewing with ads if it can keep pricing competitive for consumers.
- The service launched at $4.99 per month in 2019 and later rose to $6.99 in 2022, $9.99 in 2023, and $12.99 today.
- Rivals such as Disney+ and Netflix have raised prices yet also added lower-cost ad-supported plans that have proven popular.
- Apple recently dropped the plus from Apple TV+, rebranding the streaming service as Apple TV.