Apple TV executives remain committed to an ad-free streaming model, emphasizing their belief that a subscription without interruptions benefits consumers most. During a recent interview in the November 2025 issue of Screen International, Eddy Cue, Apple’s Senior Vice President of Services, clarified that there are no current plans to introduce an ad-supported tier.

He stated, “Nothing at this time. I don’t want to say never, but right now, staying competitive with our pricing and providing an uninterrupted viewing experience is our priority.” This stance contrasts with industry trends where major streaming platforms increasingly incorporate advertising to boost revenue.

Despite Apple’s resistance, industry analysts highlight ongoing interest in ad-based models. Reports have surfaced about Apple exploring ad technology, including meetings with UK’s broadcasting regulator and hiring advertising experts like Lauren Fry to expand ad sales capabilities.

Experts note that Apple’s focus on premium, ad-free content aims to reinforce its brand value and user loyalty, even as competitors leverage ads for growth. For consumers, this approach promises a streamlined experience, free from commercial breaks, aligning with Apple’s reputation for quality and innovation.

David Nield

Dave is a freelance tech journalist with over 20 years covering gadgets, apps, and the web. From Stockport, England, he covers news, features, and reviews for TechRadar, focusing on phones, tablets, and wearables. He ensures top weekend breaking news and has bylines at Gizmodo, T3, PopSci, and others. He edited PC Explorer and The Hardware Handbook for years. Read me on x.com or linkedin.