Apple has “no plans” to bring ads to Apple TV

Apple's streaming platform, Apple TV, will not be introducing ads anytime soon, according to its executives. Eddy Cue, Senior Vice President of Apple Services, addressed this topic during an interview for the November 2025 issue of Screen International, stating, "Nothing at this time... I don’t want to say no forever, but there are no plans." Cue emphasized the importance of keeping subscription prices competitive and providing an uninterrupted viewing experience for consumers. This statement comes amidst ongoing speculation about Apple's interest in developing a streaming advertisement model. Recent reports, including one from The Telegraph, revealed that Apple TV executives have been in discussions with the UK's ratings organization, Barb, to explore potential advertising tracking on the platform. In 2023, Apple took a significant step by appointing Lauren Fry as the head of video and Apple News advertising sales, signaling its commitment to expanding its advertising capabilities. However, the company's strategy remains focused on maintaining competitive pricing, with Apple TV's subscription fee currently set at $13 per month, following three price increases since its launch in 2019. For context, Netflix charges $18 monthly for its ad-free tier, while Disney+ is priced at $19. Despite the competitive landscape suggesting that ad-supported tiers are a natural evolution, Apple TV has not yet turned to this model. The executives did not disclose financial details regarding revenue or profitability, nor did they reveal the exact number of subscribers. However, Cue mentioned that Apple TV is experiencing significant growth, reporting more viewing hours than ever before in the last year. Reports from The Information indicated that Apple TV incurs around $1 billion in annual costs, with an estimated subscriber base of 45 million, raising questions about its financial sustainability without an advertising model.