Apple quietly moved to rebrand its streaming service formerly known as Apple TV+ to simply Apple TV, describing it as a “vibrant new identity.” The shift was announced in a passing line in a press release about the December 12 streaming debut of F1: The Movie.
At the time of writing, Apple’s website and press portal still reflect the old branding, and no broad visual overhaul has yet been confirmed.
Why Apple made the change
The “Plus” suffix was originally part of Apple’s naming strategy for its paid services such as iCloud+ and News+. But as usage and recognition grew, the label became less meaningful. Eddy Cue, Apple’s Senior Vice President of Services, said the decision did not involve external consultants and came from internal consensus. “Everyone was already calling it Apple TV,” he explained. “So given where we are today, let’s just do it.”
Cue acknowledged potential overlap with existing Apple products but expressed confidence the change would not cause major confusion. The hardware will still be identified as “Apple TV 4K,” and the application as “Apple TV.”
The new name raises an obvious question: how do you distinguish between:
- the streaming service (now Apple TV),
- the Apple TV app (used to access and manage content),
- and Apple TV hardware (such as Apple TV 4K)?
Even in Apple’s announcement, the overlap is visible. The press materials reference “available on Apple TV” for both the streaming launch and app access. Branding experts see both risk and opportunity in the move. Some say the change simplifies Apple’s media identity, while others believe it could lead to confusion among users.
Apple chose the rebrand in conjunction with a major content event. F1: The Movie will stream globally on December 12, and the rebrand was introduced in that same announcement. Apple also confirmed expanded availability, stating that Apple TV will be accessible in over 100 countries on more than one billion screens across iPhones, iPads, Macs, smart TVs, and gaming consoles.
Subscription pricing remains $12.99 per month with a seven-day free trial for new users. New purchasers of Apple devices will continue to receive three months of free access.
The change arrives at a competitive moment for the streaming industry. Apple’s original lineup includes Severance, The Morning Show, The Studio, and several new series. The company remains smaller in scale than Netflix, Disney+, and Amazon Prime Video, but continues to invest heavily in prestige titles and exclusive film deals.
What remains uncertain
- When will the new branding roll out across apps, websites, and hardware interfaces?
- Will Apple update its logos, color schemes, or visual identity further?
- How will Apple communicate the change to minimize user confusion?
- Will the company consider dropping “Plus” from other services in the future?
The rebrand is more than a simple name change. It signals Apple’s confidence in its streaming platform and its belief that the service has earned recognition on its own. At the same time, it highlights the ongoing challenge of balancing clarity and cohesion across Apple’s broader ecosystem.
