In a significant move for the streaming landscape, Apple has officially declared it has no current plans to introduce an advertising-supported tier for its Apple TV+ service. The announcement was made by the company's Services chief, Eddy Cue, effectively putting an end to widespread speculation.
Eddy Cue's Firm Stance on an Ad-Free Experience
During a recent interview, Eddy Cue categorically stated that there are no plans to bring ads to the platform. "Nothing at this time. Again, I don't want to say no forever, but there are no plans," Cue told Screen International. He emphasized the consumer benefit of an uninterrupted viewing experience, adding, "If we can stay aggressive with our pricing, it's better for consumers not to get interrupted with ads."
This decision sets Apple TV+ apart from its major competitors. Notably, Netflix, which long resisted advertising, reversed its stance in 2022. Similarly, Amazon made ads the default experience for its Prime Video subscribers last year, requiring an extra fee for an ad-free plan. Disney+ and Hulu have also introduced lower-priced, ad-supported subscription options in recent years.
No Major Acquisitions on the Horizon for Apple TV+
When questioned about the potential acquisition of other streaming platforms like Disney, A24, or Warner Bros., Cue provided a definitive negative response. He pointed to Apple's historical approach to mergers and acquisitions, which favours smaller, strategic purchases.
"We don't do a lot of major acquisitions. We do very small acquisitions in general, not related to Apple TV, so I don't see that happening because we like what we're doing," Cue explained. He reinforced the company's commitment to organic growth, stating, "We're building and we'll continue building from that."
Subscriber Numbers and Recent Price Hike
While Cue did not disclose a definitive, updated subscriber count for Apple TV+, he did confirm a significant milestone. Earlier this year, he revealed that the platform's subscriber base was "significantly more than" 45 million subscribers.
It is also noteworthy that Apple increased the monthly subscription price for Apple TV+ in August, moving it from $9.99 to $12.99. Despite this price adjustment and the broader industry trend, Apple TV+ remains the only major streaming service without an ad-supported tier, betting on a premium, ad-free model for the foreseeable future.
