So, what I've seen is this. In the space of just a few months, almost my entire queue on Amazon Prime became either no longer Free With Prime (now a charge to watch or free only with an upsold addition subscription) or free with commercials. Meanwhile, more movies keep disappearing from the older streaming services and going to the big entities that own the IP. Articles I've read say that the four largest companies which own the rights to most of the films out there, are consolidating their property, making it exclusively available through their subscriptions services. Now, if they decide that you can only watch movies with ads (and why wouldn't they, it's a LOT more revenue) or you have to pay extra, when you're already a subscriber, to watch a movie without ads (same), then we are talking about the salad days of streaming (for customers) coming to an end.
FWIW, I've used Apples service for over a decade and it is still just pay-per-movie, as it has always been. But if the owners of the properties decide they don't want to be undercut by Apple with Apple charging $3.99 for a movie they can charge you for your subscription and then up-charge you to watch commercial free, then maybe that service goes away too and we are all just at the mercy of those four companies or have to go back to buying physical media to avoid ads.
FWIW, I've used Apples service for over a decade and it is still just pay-per-movie, as it has always been. But if the owners of the properties decide they don't want to be undercut by Apple with Apple charging $3.99 for a movie they can charge you for your subscription and then up-charge you to watch commercial free, then maybe that service goes away too and we are all just at the mercy of those four companies or have to go back to buying physical media to avoid ads.
Oh, that. Yeah that's going to be an issue. But I suspect the ads vs no ads won't be the issue. It'll just be the issue of being able to see the movie at all, I think will be the issue (I do foresee the financial incentives to be to increase the non-ad versions), and there's the whole issue that if you buy a movie via streaming you have no guarantee you'll be able to stream it in the future.
It's one reason why I've been increasing my purchasing of physical media again in the past couple of years (and keeping an eye out for streaming services such as Kino's that allow you to download copies DRM free so, well, you do own a copy of it).
(Also throw in, I've seen physical media go out of print over the years...)
AppleTV+ is their subscription service. It does have some movies that you have to subscribe to see*. People seem to be using it more for watching Ted Lasso. I don't know if it has much in the way of movies that aren't exclusive to it. When I search for movies on my ipad, it also tells me if the movie is available on other services, which makes me think if I try to search for them with my AppleTV, I'd basically get directed to apps to subscribe to (back in the day, if someone signed up for a streaming service through an apple device app, Apple would get a slice of that pie. I can't keep track of how the financials work now).
*: The Tragedy of MacBeth and Wolf Walkers are the primary ones I can think of.
ETA: In a related bit of news to be concerned about, apparently Disney was denying requests by theaters to show classic 20th Century Fox movies at midnight showings after the purchase, because they were (are?) using Disney Vault rationale to "make movies being available to seem special." (I'm unclear how/if the industry shift to streaming during the pandemic affected this.)