Ad-supported version of Apple TV+: news, rumors, release date and prices

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

Many new hires at Apple’s headquarters seem to indicate that the tech giant is exploring the possibility of advertising on its Apple TV+ streaming service. Until now, the platform has only had one tier for flat-fee users, although the price has increased a few times since the initial launch.

That could all change soon. Here’s everything we know. You can also check out all the ways you can get Apple TV+ for free.

Does Apple TV+ get ads?

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

In the first months of 2024, Apple has hired numerous advertising specialists who have attracted the attention of the press.

Business Insider reported on March 11, 2024 that the company had hired 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 past year include Jason Brum, who worked at Xandr, DirecTV and NBCUniversal, Chandler Taylor, formerly of Peacock, and Jacqueline Bleazey, who joined the video ad sales team.

AppleTV

AppleTV

AppleTV

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

In July 2024, British newspaper The Telegraph reported that Apple was 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 both the US and UK are seen as potential markets for the new ad-supported Apple TV+ offering, but we don’t yet know where it will launch first.

Finally, the most obvious reason Apple TV+ is introducing commercials is the fact that most of its main rivals have done so as well. According to Variety, Netflix reported that it saw 23 million monthly active users worldwide on its cheapest ad-supported plan.

Ad-supported and ad-free tiers seem to be the future of streaming, so it makes sense that Apple gets a piece of the pie.

When could the ad-supported tier of Apple TV+ launch?

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

If Apple doesn’t announce this news in September, it may be released on a different date. We’ll wait and see if we hear more.

How much could the ad-supported tier of Apple TV+ cost?

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

When Apple TV+ first launched, it cost $4.99/£4.99 per month. Now it costs £6.99/$6.99 per month. Therefore, there is a chance that Apple will bring back a similar price as when it originally debuted.

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

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

What might ads on Apple TV+ look like?

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

Both platforms also include content limits at 1080p and no downloads for users. Therefore, Apple TV+ could implement similar restrictions on its service to entice subscribers to pay the higher subscription fees.