Never any ads on Apple TV?

Disney+, HBO Max, Paramount+, and Netflix—virtually all the video streaming giants have introduced a new ad-supported subscription option in recent years. Apple TV is something of a "small Gaulish village," still resisting this temptation of easy profit. "I don't want to say no forever, but we have no plans in that direction," said Eddy Cue, Apple's senior vice president of services, when questioned by the British magazine Screen International about a cheaper, ad-supported option. "If we can remain aggressive on our pricing, it's better for consumers not to be interrupted by ads." For now, Apple is focusing on its original programming. While this "aggressive" price of €9.99/month remains competitive, Apple TV distinguishes itself with high-quality (most recently Pluribus) and often award-winning original series. "We are creating a completely original service; “We don’t rely on any pre-existing intellectual property or library,” added Jamie Erlicht, one of Apple TV’s content managers. Apple TV might, however, one day succumb to the temptation, given that the service is apparently losing a lot of money, investing heavily in its productions without equivalent returns.