Are ads coming to Apple TV? Top Apple executive puts an end to all rumours

Speculation surrounding the potential introduction of advertisements on Apple TV has been put to rest by Eddy Cue, Apple’s Services chief. In a recent interview, Cue firmly stated that there are currently no intentions to implement ads on the platform, emphasizing the company's commitment to providing an uninterrupted viewing experience for consumers. While discussing the future, Cue remained open to possibilities but made it clear that, for now, Apple aims to keep its pricing strategy aggressive. He mentioned, "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." This stance is notable given the trend among many streaming platforms that have adopted ad-supported tiers. For instance, Netflix, which previously resisted ads, shifted its strategy last year amid challenges such as a decline in subscriber growth and mounting competition. Similarly, Amazon transitioned to an ad-default model for its subscribers, requiring an extra payment for an ad-free experience. Other services like Disney and Hulu have also embraced ad-supported options in recent years. In addition to addressing ads, Cue discussed potential acquisitions in the streaming space. He dismissed the idea of acquiring major platforms like Disney or Warner Bros, reiterating that Apple tends to pursue smaller acquisitions rather than large-scale purchases. "We don't do a lot of major acquisitions. We do very small acquisitions in general, not related to Apple TV," Cue explained, reinforcing the company's strategy to focus on its current path. On the topic of subscriber numbers, Cue confirmed that Apple TV has surpassed 45 million subscribers but did not provide a specific figure. This positions Apple TV as the only prominent streaming service without a dedicated ad-supported tier, following a price increase of its subscription from $9.99 to $12.99 earlier this year.