- Eddy Cue confirms there are no current plans for an ad-supported plan on Apple TV.
- In Spain the price remains at €9,99 per month; in the US it rises to $12,99.
- Apple reinforces its premium positioning with seamless 4K and Family Sharing.
- The market is pushing for advertising (even on pause screens), but Apple is standing apart.
Amidst a wave of platforms that are betting on ad-supported plans, Apple TV choose to go against the grainMeanwhile, Netflix, Disney+, and Prime Video are expanding their offerings with ads and new placement options. In advertising, Apple's Services division sets a clear line: preserving a seamless experience.
This is no coincidence. Those in Cupertino insist that the differentiating value of the service lies in the quality and consistency of the experience, and for now That equation excludes ads within the content.The decision directly affects users in Spain and Europe, where the service maintains a premium positioning without advertising resources.
No announcements, and no short-term plans to introduce them
The company's senior vice president of Services, Eddy Cue, has cleared up the doubt: Apple is not working on an ad-supported plan for Apple TV.He explained it cautiously, leaving the door of "never say never" ajar, but with an unequivocal message for the present.
We don't have anything in the works at the moment.I don't want to say it will never happen, but it's not in the plans right now. If we maintain a competitive price, it's better for users not to have their content interrupted by advertising.
This stance contrasts with the rest of the sector, where the dominant trend is cheaper subscriptions funded by adsIn Apple's case, the priority is creative control and the brand perception associated with its original catalog.
Prices: the situation in Spain and the United States as a mirror
In the Spanish market, Apple TV maintains its monthly share in 9,99 EurosIn the United States, however, the service has become so expensive that $12,99, after several revisions since its launch in 2019. That difference shows that, for now, The latest price increase has not yet been passed on to Spainwhere the positioning remains aggressive in terms of price-quality ratio.
In addition to the price, the package includes features that enhance the perceived value: 4K playback with Dolby Vision in compatible titles and the possibility of using “In Family”, a common feature in the Apple ecosystem that allows sharing subscriptions between household members.
It's worth remembering that Apple TV's pricing strategy evolved from its launch in 2019 with rock-bottom prices, to values more in line with the size and prestige of its current catalog; therefore, Apple seeks to balance investment and sustainability without resorting to advertising.
Why Apple avoids advertising on its platform
The company makes no secret of its priorities: user experience and brand consistencyAdding ads dilutes the premium offering, and Apple prefers to compete on quality, not by cutting costs at any price. The comparison with Apple Music is relevant: there's no free, ad-supported version; you pay for a polished, uninterrupted product.
From a business perspective, Apple TV has required significant investments in original productions. Although there has been talk of accumulated losses, the chosen path involves... optimize costs, strengthen subscriber loyalty, and raise the bar for the catalog, instead of opening the door to advertising breaks in series and films.
From that perspective, maintaining a competitive price compared to high-end competitors, but no ads on any plan, fits with the value scheme that Apple wants to preserve in its service.
The industry is moving towards ads (even when pausing), Apple is stepping aside
The contrast with the rest of the market is becoming more visible every day: Netflix, Disney+, Prime Video or HBO Max They are promoting ad-supported plans and experimenting with new formats within their apps. Apple has also explored advertising on services such as Apple MapsOne of the latest trends is to occupy the pause screen with ads, format in testing and expansion in different countries.
This move is in response to the search for recurring revenue and a higher ARPU, but impacts the viewer's experienceApple, for its part, emphasizes that it prefers to maintain its "aggressive" price to justify uninterrupted viewing, without inserting ads even in areas like the pause screen.
The strategy doesn't imply inaction: if the market or costs require it, the company could reassess its approach. For now, The roadmap is clear: no announcements.
Branding and nomenclature: from “Apple TV+” to “Apple TV”
In parallel, Apple has made progress in simplifying its brand, adopting “Apple TV” as a general term. The company acknowledges that the “+” made sense for services with a free version and an extended version, something that doesn't apply here. Even so, In Spain, it is still common to see the former name in interfaces and communications., a common transitional effect in global branding changes.
Beyond the label, what is relevant for the user is that The service strategy remains unchanged.: own catalog, careful presentation and absence of advertising in the reproduction of content.
While other platforms are consolidating their plans with ads and new advertising formats, Apple is defining its niche with a more classic approach: pay to watch without interruptionsFor those who prioritize experience over discount, the offer still makes sense, especially in Spain, where the current price reinforces that positioning. alternatives with commercial breaks.
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