The heads of Apple TV have “no plans” to bring ads to the streaming service, balking, at least for now, at a strategy that has driven success for Apple’s streaming rivals.
In its November 2025 issue, British movie magazine Screen International asked Eddy Cue, SVP of Apple Services, if there are plans to launch an ad-based subscription tier for Apple TV. Cue responded:
Nothing at this time. … 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 follow reports over the years suggesting that Apple has been seeking knowledge on how to build a streaming ads business. Most recently, The Telegraph reported that Apple TV executives met with the United Kingdom’s ratings body, Barb, to discuss what tracking ads on Apple TV would look like. In 2023, Apple hired advertising exec Lauren Fry as head of video and Apple News ad sales.
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