After weeks of rumors about a possible cheaper, ad-supported plan, Apple has cooled the speculation: according to statements by Eddy Cue, head of Services, Apple TV will not have ads, at least for now.The decision comes at a time when several platforms are reinforcing their plans with advertising cuts to lower fees.
The executive clarified that it is not a definitive “no”, but that A seamless experience remains a priority as long as they can maintain a competitive price. In Spain, the service is maintained at €9,99 per month with Family Sharing option, an approach that reinforces the commitment to a clean and stable subscription.
What exactly has Apple said, and why now?
When asked about a hypothetical level with advertising, Cue was clear: There are no plans in place.He did not rule out the possibility of the situation changing in the future, but as of today, the roadmap does not include interrupting series or films with advertisements.
The clarification dispels the speculation that had been circulating since mid-2024, when some of Apple's moves were interpreted as a step towards a model subsidized by advertisingWith the new position known, those conjectures lose strength, at least in the short term.
Without going into specific figures, Apple maintains that the service is growing and that the last year has seen record highs in both users and hours streamed. In that context, The company considers the ad-free approach sustainable., and continues to release tvOS updates as long as the price remains reasonable for their target audience.
It has also been formalized name change: from Apple TV+ to Apple TVIt's a brand adjustment that the company had already been using informally and that seeks to simplify the service's identity and align it with other products from the company.
Prices, competition and the fit in Spain and Europe
Since its launch at $4,99 in 2019, the service has adjusted its price several times until it reached its current price. $12,99 in the USIn Spain, the monthly fee is 9,99 €, compatible with Family (up to six people), and can be combined in Apple one from € 19,95.
In contrast, competitors such as Netflix, Disney+ or Prime Video They have boosted their plans with advertising to reduce the entry cost. Apple's approach, for now, avoids that path and focuses on a single ad-free plan, seeking to differentiate itself through uninterrupted playback and consistent quality.
The fact that there isn't an ad-supported plan today doesn't mean Apple has ruled it out forever. The company itself admits that It's not a permanent "no".However, he emphasizes that there are no initiatives underway in that direction. Any changes would be communicated if necessary.
There is no official information on how much a hypothetical level with ads would cost or what ads would be displayed. Beyond speculation, Any alternative scenario remains speculation as long as Apple maintains its intention to offer a clean and uninterrupted experience in Europe and Spain.
With the market trend pointing towards ad-supported formats, Apple chooses to preserve uninterrupted playback. No ads for now and with reasonable prices in Spain.The strategy attempts to balance perceived value, cost control, and growth, while leaving open the possibility of revising the model if the market or the company itself requires it later.
