Apple Rebrands Streaming Platform, Drops the “Plus” from Apple TV+

Apple has officially renamed its streaming service from Apple TV+ to simply Apple TV. 

The change was subtly mentioned in a press release announcing the December 12 streaming debut of F1: The Movie, which stated: “Apple TV+ is now simply Apple TV, with a vibrant new identity.”

The company gave no further explanation on the rebrand, and as of Monday, Apple’s website and press portal still displayed the old Apple TV+ branding. 

However, early beta versions of iOS and tvOS reportedly show small design adjustments that point at the new identity.

While the Apple TV rebrand appears straightforward, it has already led to confusion among users and observers in the space. Apple now operates three distinct products under the same name, the Apple TV streaming service, the Apple TV app for content aggregation and rentals, and the Apple TV hardware such as the Apple TV 4K device. 

Even Apple’s own press release added to the muddle, stating that “Apple TV is available on the Apple TV app… on Apple TV.”

The decision also separates Apple from the crowded group of streaming platforms that embraced the “plus” naming trend, including Disney+, Paramount+, and ESPN+. 

Interestingly, Apple continues to use the symbol for other subscription-based products like Apple News+, Apple Fitness+, and iCloud+, making the rebrand somewhat inconsistent across its ecosystem.

Apple TV+, launched in November 2019, was Apple’s entry into the global streaming competition against Netflix, Amazon, and HBO. The service gained early recognition through The Morning Show and later secured major acclaim with CODA, which became the first film from a streaming platform to win the Academy Award for Best Picture. 

Other successes, such as Ted Lasso, helped establish Apple’s reputation for high-quality original content.

Still, this branding decision invites comparisons to a similar misstep by Warner Bros. Discovery, which rebranded HBO Max to Max in 2023. Confusion among subscribers and the entertainment industry grew, prompting the company to restore the original name months later.

Apple has yet to clarify whether the rebranding will extend to visual elements such as a new logo or app design. The company also declined to comment on whether its Apple TV hardware or app experience will be updated to align with the change.

For now, the “vibrant new identity” is more of a statement than a visible transformation, and users may have to wait to see exactly what Apple’s simplified streaming identity really looks like.

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