Will Ad-Skipping Win Hearts for Apple TV?

Apple reportedly is planning to set up a premium version of a service on Apple TV that would let subscribers skip ads. The company apparently plans to compensate content providers for lost ad revenue; it’s not clear whether it would do so out of its own pocket or by passing on the cost to subscribers. This might further complicate Apple’s long-drawn-out negotiations with content providers. “I’m not sure what the business sense of this is at all,” said Michael McGuire, a vice president of research at Gartner. “I’m confused.”

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Will Ad-Skipping Win Hearts for Apple TV?


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