No Ad Tier for Apple TV 'At This Time,' According to Eddy Cue
Apple TV has "no plans" to launch an ad-supported streaming tier for the platform, according to Apple's head of services Eddy Cue, speaking in interview with Screen International.
Asked if there were plans for a tier with ads, Cue said: "Nothing at this time. Again, I don't want to say no forever, but there are no plans."
Cue added that if Apple TV can stay aggressive with its pricing, then it's better for consumers not to have their viewing experience interrupted by ads.
Apple TV cost just $4.99 per month in the U.S. when it launched in 2019, but the price has since increased three times. The price went up to $6.99 per month in 2022, and then to $9.99 per month in 2023, and now the service costs $12.99 per month.
Many other streaming services like Disney+ and Netflix have raised prices in recent years, but both rivals have also launched ad-supported plans as lower-priced tiers that have proven popular with customers.
Apple rolled out a rebrand of Apple TV+ earlier this month, dropping the "+" from the name to read just "Apple TV."
Popular Stories
Apple turns 50 this year, and its CEO Tim Cook has promised to celebrate the milestone. The big day falls on April 1, 2026.
"I've been unusually reflective lately about Apple because we have been working on what do we do to mark this moment," Cook told employees today, according to Bloomberg's Mark Gurman. "When you really stop and pause and think about the last 50 years, it makes your heart ...
Apple plans to announce the iPhone 17e on Thursday, February 19, according to Macwelt, the German equivalent of Macworld.
The report, citing industry sources, is available in English on Macworld.
Apple announced the iPhone 16e on Wednesday, February 19 last year, so the iPhone 17e would be unveiled exactly one year later if this rumor is accurate. It is quite uncommon for Apple to unveil...
In the iOS 26.4 update that's coming this spring, Apple will introduce a new version of Siri that's going to overhaul how we interact with the personal assistant and what it's able to do.
The iOS 26.4 version of Siri won't work like ChatGPT or Claude, but it will rely on large language models (LLMs) and has been updated from the ground up.
Upgraded Architecture
The next-generation...
Apple today shared an ad that shows how the upgraded Center Stage front camera on the latest iPhones improves the process of taking a group selfie.
"Watch how the new front facing camera on iPhone 17 Pro takes group selfies that automatically expand and rotate as more people come into frame," says Apple. While the ad is focused on the iPhone 17 Pro and iPhone 17 Pro Max, the regular iPhone...
While the iOS 26.3 Release Candidate is now available ahead of a public release, the first iOS 26.4 beta is likely still at least a week away. Following beta testing, iOS 26.4 will likely be released to the general public in March or April.
Below, we have recapped known or rumored iOS 26.3 and iOS 26.4 features so far.
iOS 26.3
iPhone to Android Transfer Tool
iOS 26.3 makes it easier...
