Is Apple TV still good value? Exec confirms that it will remain ad-free (for now), but the price is creeping up

• Apple TV would rather charge subscriptions than show ads… for now
• Exec says streaming service will remain ad-free, but not ‘forever’
• Apple TV costs less than most competitors, but has tripled in price since launch

Apple has no plans to bring advertising to its streaming service, according to Apple Services senior vice president Eddy Cue. That doesn’t mean ads won’t come eventually, because we know Apple has explored the possibility. But it’s not just on the horizon.

Cue spoke to British film industry magazine Screen International in its November issue, who asked him if there were plans to launch an ad-based subscription tier for Apple TV (formerly Apple TV+). He said: “Nothing at this point… I won’t say no forever, but there are no plans. If we can stay aggressive with our pricing, it’s better for consumers not to be interrupted with ads.”