Long gone are the days of streaming platforms being ad-free by default. 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, . 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.  

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.  

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 ). It also sold ads for its MLS games last year. 

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

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 is a more likely time – during its annual WWDC conference.  

That would give the new hires time to build up an ad-supported tier that’s ready to launch. Of course, it could be later – 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.