Unlike most major streamers, Apple TV+ is still prioritizing original content and saying no to ads, at least for now.

Apple TV executives told the British magazine Screen International this month that the streaming service isn’t likely to launch an ad-supported subscription plan anytime soon.

“I don’t want to say no forever, but there are no plans. If we can stay aggressive with our pricing, it’s better for consumers not to get interrupted with ads,” Eddy Cue, senior vice president of Apple Services, told the magazine when asked about a cheaper ad tier.

That stance puts Apple TV+ in stark contrast to its rivals, nearly all of which have successfully turned to ads to boost profits. Disney Plus, Warner Bros. Discovery’s HBO Max, and Paramount Plus all offer ad-supported tiers. Even indu

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