Apple’s Senior Vice President of Services Eddy Cue has ruled out the launch of a cheaper, ad-supported version of Apple TV, saying the company believes its current pricing model offers a better experience for viewers.
Speaking in a recent interview, Cue said: “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.”
The comments come amid a growing industry shift toward ad-supported streaming tiers, with platforms such as Netflix, Disney+, and Amazon Prime Video all introducing lower-cost, ad-based options over the past year.
When asked about Apple TV’s subscriber figures, Cue declined to share specifics, but said the service is continuing to grow. “I can tell you we’re growing faster, we have more viewers, and they have more viewing hours in this past year than we’ve had at any time,” he added.
Apple recently dropped the “+” branding from Apple TV, unifying its hardware and streaming service under a single name.