Highlights
- Apple TV+ rebranded to Apple TV as the streaming service drops the “Plus” for a simpler identity.
- The change was announced alongside the upcoming film F1 and Apple hinted at refreshed visuals and branding updates rolling out soon.
- The change addresses naming confusion and may signal future plans like merging services.
Apple has officially rebranded its streaming platform, dropping the “Plus” from Apple TV+. Cupertino giant is giving it a new and simplified identity, Apple TV. The quiet rebrand marks a new chapter for the company’s entertainment business, signalling a more unified ecosystem across hardware and streaming.
Apple TV+ Is Now Apple TV
Unlike typical Apple product announcements, this change wasn’t revealed through a major event or promotional campaign. Instead, it appeared subtly within a press release for the upcoming film F1, which premieres globally on December 12.
The press note included a single but significant line, “Apple TV+ is now simply Apple TV, with a vibrant new identity.” The company reiterated, “Apple TV+ is now simply Apple TV, with a vibrant new identity. Ahead of its global streaming debut on Apple TV, the film continues to be available for purchase on participating digital platforms, including the Apple TV app, Amazon Prime Video, Fandango at Home and more.”
Apple has not specified when the new branding will roll out across all apps and marketing materials. As of writing this piece, the Apple TV+ logo was still visible on the app interface. The company also hasn’t shared details about what exactly this new identity entails, but fans can likely expect refreshed artwork, logos, and a visual redesign in the coming weeks.
Why Apple Dropped the “Plus”?
When Apple TV+ launched in 2019, the name caused widespread confusion since Apple TV was already the name of the company’s set-top streaming device.
As noted by Apple Insider, this overlap often led to users mixing up the Apple TV app, the hardware, and the subscription service. Dropping the “Plus” helps Apple streamline its branding, making its entertainment ecosystem more cohesive and easier to understand.
The rebranding comes just months after Apple increased the subscription cost of its streaming service by over 30%, from $9.99 to $12.99 per month. Interestingly, Apple TV remains one of the few major streaming services without an ad-supported plan, setting it apart from competitors like Netflix, Disney+, and Prime Video.
Industry insiders believe the rebrand could be part of a larger strategy. Some analysts speculate that Apple may be planning to merge its hardware and streaming services under one unified Apple TV brand, while others suggest an ad-supported tier could arrive soon. Apple is looking to expand its subscriber base and revenue in an increasingly crowded streaming market.
FAQs
Q1. What has Apple changed about its streaming service name?
Answer. Apple has officially dropped the “Plus” from Apple TV+, rebranding it simply as “Apple TV” to create a more unified and simplified entertainment identity.
Q2. Why did Apple remove the “Plus” from Apple TV+?
Answer. The “Plus” caused confusion with Apple’s hardware and app ecosystem. Removing it helps streamline branding and reduce overlap between the service, app, and device.
Q3. When will the new Apple TV branding take full effect?
Answer. Apple hasn’t specified a rollout timeline, but the change was quietly announced via a press release. Visual updates like logos and artwork are expected soon.
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