Apple TV Execs Kill Ad-Tier Plans, Shelve Warner Bros. Bid

Apple TV Execs Rule Out Ad-Based Tier, Shelve Warner Bros. Discovery Bid In a move that sets it apart from its major streaming rivals, Apple TV executives have ruled out introducing an ad-supported model for the service, citing a desire to maintain aggressive pricing and avoid disrupting consumer experience. According to Eddy Cue, senior vice president of Apple Services, there are currently no plans to launch an ad-based subscription tier for Apple TV, despite growing pressure to adopt such a model. This decision comes as Apple TV continues to operate at a loss, reportedly due to high production costs and aggressive pricing strategies. Apple's reluctance to introduce ads may be driven by concerns over the service's profitability, as it seeks to maintain its competitive edge in the streaming market. In contrast, other major streaming platforms, such as Netflix and Disney, have successfully implemented ad-supported options, which have driven significant revenue growth. According to a report in the November 2025 issue of British movie magazine Screen International, Cue responded to questions about introducing an ad-based tier by stating, "Nothing at this time. 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 sentiment is echoed by other industry experts, who argue that maintaining a premium experience is crucial to Apple's brand identity and customer loyalty. The decision to rule out an ad-based tier also appears to be linked to Apple's reported bid for Warner Bros. Discovery, which was reportedly shelved due to concerns over the service's profitability. While the exact reasons for the bid's cancellation remain unclear, industry insiders suggest that Apple's reluctance to introduce ads may have played a significant role in the decision. As the streaming market continues to evolve, Apple TV's decision to maintain its ad-free model may come at a cost. With the rise of ad-supported streaming services, Apple may be missing out on significant revenue opportunities. However, the company's commitment to maintaining a premium experience may ultimately pay off in the long run, as it seeks to maintain its competitive edge in the increasingly crowded streaming market. In a statement, an Apple spokesperson confirmed that the company has no plans to introduce an ad-based tier for Apple TV, citing a desire to maintain its premium experience and avoid disrupting consumer experience. While the decision may be seen as a setback for Apple's streaming ambitions, it remains to be seen how the company will adapt to the changing landscape of the streaming market. As the streaming wars continue to heat up, one thing is clear: Apple TV's decision to rule out an ad-based tier sets it apart from its major streaming rivals. Whether this strategy will ultimately pay off remains to be seen, but one thing is certain: Apple's commitment to maintaining a premium experience will continue to shape the future of the streaming market.