Apple TV app shrinks end credits of purchased movies to show ads

Apple TV app users on Apple TV devices are up in arms over a recent change that has seen the end credits of their purchased movies and shows being abruptly cut short to accommodate advertisements.

In a twist that no one saw coming, Apple TV devices are shrinking the end of movies to display ads. And not just on streamed content — this annoying new “feature” is even hijacking purchased movies. Imagine watching Hitchcock’s Psycho, and just as Norman Bates is about to deliver his iconic line, “I wouldn’t even hurt a fly,” the screen shrinks, and suddenly you’re staring at a full-screen ad for an Apple TV show. Yeah, that’s happening, and it’s not sitting well with users.

Reports of this intrusive behavior started cropping up late last week. Many users began noticing the issue right as they approached the final scenes or end credits of their purchased films.

While Apple rolled out the latest tvOS 17.6.1 firmware about three weeks ago, it’s unclear whether this ad debacle is tied to the update or to some sneaky server-side change.

From all the chatter in user forums, here’s what we know: when users finish watching a movie they’ve bought, especially if it doesn’t have iTunes Extras, the Apple TV app shrinks the movie to a tiny window during the final moments or end credits. This shrinking window is then followed by an ad or a suggestion for another Apple TV show. For some movies, this miniaturization happens during crucial scenes — long before the credits even roll.

To make matters worse, this is happening with content users paid for. Streaming platforms like Netflix or Amazon Prime? Sure, we’re used to them giving us suggestions for what to watch next. But on a movie you’ve shelled out real money for? It feels like a violation of a sacred contract between the customer and platform.

First, the most obvious issue: interruption. Movies are supposed to be an immersive experience, especially when you’ve purchased them. This ad insertion isn’t just interrupting credits — it’s cutting off key moments in some films, leaving viewers scrambling for their remotes to re-expand the movie window. For classics like Psycho, it’s a crime against cinematic history.

Another pain point? It’s inconsistent. Some users report that movies with iTunes Extras seem immune to the shrinking window issue, but those without get the full treatment. This has left customers playing a guessing game, unsure of whether their next movie night will end with an emotional scene or an unexpected ad for another Apple TV show no one asked for.

And let’s not forget the sheer inconvenience of it all. For many, it’s not just about watching to the end — it’s about being able to enjoy the final moments without having to fumble for the remote to bring the movie back to full screen. As one user put it, it turns movie-watching into a game of “Beat the Clock.”

So far, the usual tricks like disabling autoplay haven’t worked. While some have resorted to switching devices — Apple TV app on a Roku or Sony TV doesn’t seem to suffer from the same issue — the root cause remains on Apple TV hardware.

For now, there’s no official fix from Apple, and frustrated users are flooding feedback channels. If you’re one of the many affected, you can still manually re-expand the movie by clicking the shrunken window, but that’s hardly a long-term solution.

While there’s been no word from Apple on whether this ad interruption was intentional or a bug, the clock’s ticking for a fix. After all, when you’ve paid for content, the last thing you want is an ad ruining the emotional climax of your favorite movie.

Featured image: Apple