What is Apple's stance on ads on Apple TV+?

Apple's services chief Eddy Cue has stated that there are "no plans" to introduce ads on Apple TV+ at this time, as the company wants to keep prices low and provide an uninterrupted viewing experience for consumers.

How are Apple TV+'s viewership and watch hours performing?

According to Cue, Apple TV+ is witnessing rapid growth in both viewership and watch hours, despite the company not revealing specific subscriber numbers.

What can viewers expect from Apple TV+ in 2026?

Executives Zack Van Amburg and Jamie Erlicht have hinted that 2026 will see "a new original nearly every single week," with fresh seasons of hit shows like Ted Lasso and For All Mankind in the works.

Home / Technology / Apple TV+ Stays Ad-Free as Rivals Embrace Pause Ads

Apple TV+ Stays Ad-Free as Rivals Embrace Pause Ads

11 Nov, 2025

•

Summary

Apple TV+ will not introduce ads, despite rivals like Netflix and Disney+ doing so
Apple's services chief Eddy Cue says "no plans" for ads, wants to keep prices low
Apple TV+ sees rapid growth in viewership and watch hours

Apple TV+ Stays Ad-Free as Rivals Embrace Pause Ads

As of 2025-11-11T12:24:51+00:00, Apple is taking a different approach from its rivals in the streaming space. While Netflix, Amazon Prime Video, Disney+, and even Peacock have turned to ads to increase revenue and engagement, Apple's services chief Eddy Cue has made it clear that such plans are not on the table for Apple TV+.

In a recent interview, Cue was asked whether Apple was considering an ad-supported tier for its streaming platform. His response was firm, though diplomatic: "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 comes as most major streaming players are experimenting with "pause ads," where commercials appear when a user pauses a movie or show. Services like Netflix, Peacock, and Warner Bros. Discovery are already running or testing such ads globally. However, Apple is steering clear of this trend, at least for now.