Apple is taking a different approach from its competitors in the streaming space. While Netflix, Amazon Prime Video, Disney+ and even Peacock are turning to ads to drive revenue and engagement, Apple’s services chief Eddie Cue has made it clear that such plans are not on the table for Apple TV+.

In a recent interview with Screen International, Cue was asked if Apple was considering an ad-supported tier for its streaming platform. His response was firm, albeit diplomatic: “Nothing at this time. Again, I don’t want to say no forever, but there are no plans. If we can remain aggressive with our pricing, it will be better for consumers to not be interrupted by ads.”

The comments come at a time when most major streaming players are experimenting with ‘block ads’. Basically this means that ads appear when a user pauses a movie or show. Services like Netflix, Peacock and Warner Bros. Discovery are already running or testing such ads globally, Variety reports. Netflix’s version can occupy half or the entire screen, while Disney’s “Pause+” format also allows for interactive options such as trivia or coupons. These ads, although subtle, reportedly generate better user engagement than traditional pre-roll or mid-roll ads.

However, Apple, at least for now, is moving away from this trend. Cue’s comments suggest the company’s long-term philosophy of providing an uninterrupted viewing experience. Despite not disclosing subscriber numbers, he said that Apple TV+ is seeing rapid growth in both viewership and viewing hours.

The interview also shed light on Apple’s upcoming content lineup. Executives Jack Van Amburg and Jamie Ehrlich indicated that 2026 would see “a new original almost every week”, including new seasons of hits like Ted Lasso and For All Mankind.

In contrast, Apple’s rivals continue to mix advertisements into the user experience. For example, Amazon Prime Video has introduced ads in its standard plan and if Indians want an ad-free experience, they will have to spend an additional Rs 699 per year or Rs 129 per month. Meanwhile, Netflix has not yet introduced its cheaper ad-supported plan in India.