Apple TV+ ad-supported tier: News, rumours, release date & prices

Ad-free streaming platforms are gradually becoming a thing of the past. Netflix, Disney+, Max and Prime have all introduced ads in some capacity, and now another service may be joining the fold.  

Many hires at Apple HQ seem to indicate that the tech giant is exploring the possibility of ads on its streaming service, Apple TV+. So far, the platform has only had one tier for users with a flat fee – though the price has increased a few times since it was first launched. 

That may all be changing soon. Here’s everything we know – you can also check out all the ways to get Apple TV+ for free.  

Is Apple TV+ getting ads?  

While Apple has not officially confirmed that ads are coming to its streaming service, there are many reasons to believe that it is working on a project related to this.  

In the first few months of 2024, Apple hired numerous advertising specialists that have caught the attention of the press.  

Business Insider reported on 11 March 2024 that the company had recruited Joseph Cady, a former employee of NBCUniversal where he had a 14-year tenure and the most recent title of EVP of advanced advertising and partnerships.  

Other new additions to Apple in the last year include Jason Brum, who worked at Xandr, DirecTV and NBCUniversal, Chandler Taylor, formerly from Peacock, and Jacqueline Bleazey who joined the video ad sales team.  

Apple TV

Apple TV

Apple TV

Team members aside, Apple also raised eyebrows by having a very prominent presence at Cannes Lions advertising festival, where it hosted panels and meetings (via Business Insider). It also sold ads for its MLS games last year. 

In July 2024, the British paper The Telegraph reported that Apple had been in talks with the Broadcaster’s Audience Research Board, also known as BARB. According to the report, the meeting discussed how to monitor advertising results using data collection.

That means that both the US and UK are being looked at as potential markets for the new Apple TV+ ad-supported tier, but we don’t yet know where it will launch first.

Finally, the most obvious reason Apple TV+ may be introducing commercials is because most of its key rivals have done so as well. Netflix reported that it saw 23 million global monthly active users on its cheapest ad-supported plan, according to Variety.  

Ad-supported and ad-free tiers seem to be the future of streaming, so it makes sense for Apple to get a slice of the pie.  

When could Apple TV+’s ad-supported tier launch? 

All the above are rumours now, but Apple traditionally saves its big announcements for either June or September. The latter is traditionally focused on iPhones, so summer had seemed like a more likely time – during its annual WWDC conference. However, that time has already passed.

If Apple doesn’t announce this news in September, then it may just drop it at another separate date. We’ll wait to see if we hear more. 

How much could Apple TV+’s ad-supported tier cost? 

Most streaming services have introduced ads as a cheaper subscription alternative. Netflix Standard with Ads costs £4.99/$6.99 per month, whilst Disney+ Standard with Ads costs £4.99/$7.99 per month. 

When Apple TV+ first launched, it was priced at $4.99/£4.99 per month. Now, it costs £6.99/$6.99 per month. Therefore, there’s a chance that Apple may bring back a similar price point from when it originally debuted.

The other option is to follow Amazon Prime Video’s example by introducing ads to the current price as standard, and then offering ad-free streaming as an optional extra. Amazon charges $2.99/£2.99 per month for this.  

It is worth saying that the company came under scrutiny from annual subscribers, who weren’t honoured ad-free streaming. It also took away Dolby Vision and Dolby Atmos without communicating this to users.  

What could ads on Apple TV+ look like? 

We don’t yet know what the details of ads on Apple TV+ will entail. Both Netflix and Disney+ set a time cap of minutes of advertising per hour, which is around the four/five-minute mark.  

Both these platforms also include content caps at 1080p and no downloads for users. Therefore, Apple TV+ could introduce similar restrictions on its service to entice subscribers into paying the higher subscription costs.