When Apple launched its streaming service, TV Plus, in September 2019, it promised a premium, ad-free experience for a relatively modest monthly fee. This positioned the service as a direct competitor to the likes of Netflix, but with a smaller, curated content library.

However, times have changed. The streaming landscape has become increasingly crowded and competitive, with major players like Netflix, Disney Plus, and Amazon Prime Video introducing cheaper, ad-supported tiers to bolster their subscriber base. Now, it seems Apple is considering following suit.

Related /

• Apple TV+ is in talks for more movies! here’s what we know
• Apple TV+ gets InSight, a feature to identify actors & music
• Apple TV+ app on Android – is it finally happening?
• The end of ad-free streaming: is Apple TV+ next?

Recent reports suggest that Apple executives have been in talks with the UK ratings agency, Barb, to explore the possibility of introducing ads to TV Plus. While the service currently collects data on viewing habits, integrating more advanced tracking methods would be necessary to support a full-fledged advertising model. This move is seen as a strategic response to the service’s slower growth compared to its rivals.

By offering a cheaper, ad-supported plan, Apple can potentially tap into a wider audience who may be hesitant to pay the current $9.99 monthly subscription fee. This strategy could also make TV Plus more appealing to families, as the service currently allows up to six family members to share a single subscription. With a lower price point, the cost per person would be even more affordable, potentially making TV Plus one of the most cost-effective streaming options on the market.

While the introduction of ads might disappoint some existing subscribers who value the ad-free experience, it could be a crucial step for Apple to maintain its competitiveness in the ever-evolving streaming industry.