Apple Has No Plans To Bid For WBD

Eddy Cue, Apple's Senior Vice President of Services (overseeing areas like Apple Music, iCloud, and Apple TV+), has made headlines with candid remarks dismissing two major rumors in the streaming industry. 

In an interview published Screen International, Cue—joined by Apple TV+ heads Jamie Erlicht and Zack Van Amburg—addressed speculation about an ad-supported tier for Apple TV and potential bids for media giants like Warner Bros. Discovery (WBD) or Disney. 

These comments come amid broader industry turbulence, including WBD's ongoing sale process and the widespread adoption of ad tiers by competitors like Netflix, Disney+, and Amazon Prime Video.

Eddy Cue

Apple TV+ remains the only major streaming service without a lower-priced, ad-supported option, despite running ads on select live sports content (e.g., MLS soccer and the upcoming Formula 1 broadcasts). When asked directly about introducing an ad tier, Cue was unequivocal: “Nothing at this time. Again, 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.”

This stance prioritizes an uninterrupted viewing experience over the revenue boost that ads provide rivals. Apple TV+'s current pricing ($9.99/month in the U.S.) is seen as "aggressive" compared to ad-free tiers elsewhere, and Cue emphasized profitability through quality originals rather than volume-driven ad revenue. 

Speculation has swirled that Apple—with its $3.5 trillion market cap and $55 billion cash reserves—could swoop in to acquire distressed media assets, especially as WBD (home to HBO, Warner Bros. studios, DC Comics, and CNN) fields bids amid financial woes. 

Reports from late October 2025 suggested Apple was exploring WBD's library for Apple TV+, potentially adding blockbusters like The Batman or HBO staples like Game of Thrones. Disney has also been floated as a target, given its streaming struggles and theme park investments.