- Apple dropped “Plus” from its streaming service name and hinted at changes
- Eddy Cue suggested the rebrand makes sense when a service swings between free and paid tiers
- Apple remains the only major streaming platform without an ad-supported option
- Observers believe Apple may introduce a lower-cost, ad-supported tier soon
Apple recently dropped the “Plus” from its streaming service’s name. The move puzzled many users. But in a recent interview, Eddy Cue, Apple’s senior vice president of services, hinted at what might be coming next. He said the rebranding is timely and strategic. He noted that Apple used “Plus” in services like iCloud+ and Apple News+. He claimed that naming conventions with “Plus” made sense when a free version and a paid version coexist.
Cue explained that internally, the team has long called the service “Apple TV,” so the outward change is just catching up. He added that their hardware, such as the Apple TV 4K box, already uses the name “Apple TV,” so the alignment feels natural from their side. His remarks offered a bit of clarity, though some inconsistencies remain. For example, Apple Music and Apple Fitness+ have no free or ad-supported tiers, yet they lack “Plus” in their names.
The Streaming Market’s Only Holdout
At present, Apple TV is the only major streaming platform without an ad-supported plan. All of its competitors offer cheaper tiers supported by advertising. Cue’s interview has sparked speculation that Apple might be preparing to join that trend.
Apple TV’s single subscription currently costs $12.99 per month in the U.S., £9.99 in the U.K., and AU$15.99 in Australia. Subscribers also have the option to pay annually, which breaks down to about $99.99 in the U.S., £89.99 in the U.K., or AU$129.99 in Australia.
In recent months, Apple raised the price of its streaming service by almost 30 percent in some regions. The move drew criticism from users. Many assumed Apple was just adjusting rates to match inflation and market conditions. But some observers now believe this pricing shift may be part of a larger restructuring.
Why an Ad Tier Makes Sense
Adding a lower-cost, ad-supported option would let Apple widen its user base. It would also let people try or stay with the service even if they cannot afford the full price. That approach is already in place at other platforms. Apple may be lagging behind.
By offering an ad-supported tier, Apple could generate revenue from advertisers while keeping its paid tier intact. It would also allow the company to compete more directly with rivals. Users opposed to ads could continue paying for the premium experience.
Cue’s mention of the rebrand being “a great time” for change suggests Apple may already be laying groundwork for new features or tiers. Although nothing is confirmed, the idea does not feel far-fetched.
What’s Next for Apple TV Subscribers
Right now, everything is speculation. There is no official announcement yet about adding ads or creating a lower-cost plan. But the recent brand shift and internal talk have stirred curiosity.
Subscribers should keep an eye out for updates in upcoming Apple events, press releases, or developer notes. If Apple does introduce an ad-supported tier, it could arrive alongside content changes, partnerships, or new interface adjustments.
For now, Apple continues to stand apart in the streaming space. But with its name change and shifting market dynamics, the possibility of an ad-supported tier seems more plausible than ever.
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