Apple has officially rebranded its streaming platform, dropping the “Plus” from Apple TV+. The streaming service will now be known simply as Apple TV, a change subtly highlighted in a press release announcing the December 12 debut of F1: The Movie. The release described the service as “Apple TV+ is now simply Apple TV, with a vibrant new identity,” though it provided few details about what the rebrand entails. As of Monday, Apple’s official website and press materials still display the Apple TV+ branding, leaving some uncertainty among users.
The rebrand has already sparked confusion, as Apple now operates three different products under the same name: the Apple TV streaming service, the Apple TV app for content aggregation and rentals, and Apple TV hardware such as the Apple TV 4K device. Apple’s own press release illustrated this overlap, stating that “Apple TV is available on the Apple TV app… on Apple TV,” which has only added to the ambiguity for customers and the tech community alike.
The removal of “Plus” also distances Apple from other streaming platforms that rely on the “plus” naming convention, including Disney+, Paramount+, and ESPN+. Interestingly, Apple continues to use the “+” symbol for subscription-based services like Apple News+, Apple Fitness+, and iCloud+, suggesting that the rebrand is selectively applied and somewhat inconsistent across the company’s ecosystem.
Apple TV+, launched in November 2019, marked Apple’s high-profile entry into the competitive streaming market. The platform quickly gained attention with series like The Morning Show and award-winning content such as CODA, which became the first film from a streaming platform to win an Academy Award for Best Picture. Other hits, including Ted Lasso, solidified Apple’s reputation for producing high-quality original content, helping it carve a niche in a crowded market dominated by Netflix, Amazon, and HBO.
While the “vibrant new identity” signals a shift in branding, Apple has not confirmed whether there will be changes to the app interface, logo, or hardware experience. The move also raises comparisons to Warner Bros. Discovery’s 2023 rebrand of HBO Max to Max, which caused widespread confusion before the company eventually reverted. For now, Apple TV’s simplified name is largely symbolic, and subscribers may have to wait to see how this streamlined identity will appear across devices and apps.
source: techeconomy