Apple TV+ is reportedly gearing up to launch a cheaper subscription plan with ads, mirroring initiatives by streaming giants Netflix and Amazon Prime Video. Recent hires, including ad executive Joseph Cady from NBCUniversal, suggest that Apple is actively working on introducing an ad-supported tier for its content streaming platform, as reported by Business Insider.

Cady, who previously held the position of EVP of Advanced Advertising and Partnerships at NBCUniversal, brings 14 years of experience in data-driven and targeted TV advertising to Apple. He is anticipated to play a key role in the development and implementation of the rumored ad-supported Apple TV+ tier.

Additionally, Apple made strategic additions to its advertising team in 2023, including hires like Jason Brum, Chandler Taylor, and Jacqueline Bleazey, further indicating the company’s focus on bolstering its advertising capabilities.

While Apple TV+ already features advertising in its sports content, such as the MLS Season Pass and Friday Night Baseball, the introduction of an ad-supported plan could potentially lower the entry-level price, aligning it more closely with competitive offerings like Netflix’s “Standard with Ads” plan priced at $6.99 per month in the US.

This move follows Apple’s 2022 decision to increase the price of Apple TV+ from $6.99 to $9.99 per month, suggesting a strategic shift towards diversifying subscription options to cater to a broader audience. The development is poised to bring Apple TV+ in line with evolving market preferences, providing consumers with more flexible and affordable streaming choices.