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.

Cue's remarks suggest the company's long-standing philosophy of offering an uninterrupted viewing experience. Despite not revealing subscriber numbers, he noted that Apple TV+ is witnessing rapid growth, both in viewership and watch hours. The interview also shed light on Apple's upcoming content lineup, with executives hinting that 2026 will see "a new original nearly every single week."

In contrast, Apple's rivals continue to blend ads into the user experience. Amazon Prime Video, for instance, has introduced advertisements in its standard plan, while Netflix is yet to roll out its cheaper ad-supported plan in India.