Apple TV to remain ad-free – at least for now
While competitors like Netflix or Prime are increasingly relying on TV spots, Apple does not want to do that. That's what service boss Eddy Cue says.
Apple TV Offer: So far, comparatively customer-friendly.
(Image: Apple)
Apple's own streaming service will initially not be equipped with advertising. Eddy Cue, Apple's powerful Senior Vice President of Services, confirmed this to the trade publication Screen International. When asked if there would soon be a tier with commercials for the service, Cue said, “Nothing so far […] there are no plans.” However, he added that he did not want to say “no forever.”
Simple Model, Competitors More Complex
Apple TV has worked very simply so far: the streaming service costs 9.99 euros per month and can then be used as desired. There is neither an ad-financed variant nor different “tiers” in transmission quality. Although Apple recently confused with a name change, otherwise the service treats its customers better than Netflix, Amazon Prime, and Co.—even price increases have been comparatively slow so far. However, users are confronted with a limited offering: Apple still focuses primarily on original content.
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So it could be that Apple wants to fill out its offering further first before changes are made. Cue also said that Apple TV will remain “aggressive” in terms of price—and if that's possible, it's better for customers not to have their viewing experience interrupted by ads.
Bundle Offers Instead of Commercials—For Now
Apple had launched the service in the US for $4.99 in 2019 with a very small offering. In 2022, it went up to $6.99, in 2023 to $9.99, and now to $12.99. In Europe, it recently remained at 9.99 euros, although an increase is considered possible. Apple recently launched its first bundle offer with Peacock, the streaming subsidiary of NBC Universal, in the US. There, you can save money if you use both offers.
Recently, media giant Warner Discovery has also been traded as a potential acquisition candidate. Apple is said to have looked at it, but apparently other interested parties currently have the edge. Warner Discovery has an enormous catalog of existing content but also numerous new productions. Amazon already swallowed the film company MGM in 2022.
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