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Apple is taking a big step towards ads on its Apple TV Plus streaming service by hiring advertising executive Lauren Fry, according to The Information.

Apple has been exploring different ways to grow its revenue, such as adding ad placements in the App Store and reportedly wanting to bring ads to apps like Maps, Books, and Podcasts. It makes sense that they are looking into ads for Apple TV Plus as well.

The company already runs ads against its Major League Baseball games and is reportedly building an ad network around its streaming service with Major League Soccer. Currently, Apple TV Plus is only available with a paid subscription, so adding an ad-supported tier that could be more affordable could be one way for Apple to attract more subscribers.

Many streaming services have ad-supported tiers these days – Netflix, Disney Plus, and HBO Max all have them. By hiring Fry, it seems Apple is taking steps towards running ads alongside shows like Ted Lasso and Severance.

Apple did not respond to a request for comment.