Apple has announced a significant rebrand for its premium streaming service. Say goodbye to Apple TV+—the service is now simply Apple TV, ushering in what the company describes as a “vibrant new identity.”
The announcement, which was subtly tucked away in a press release regarding the streaming debut of F1: The Movie, confirms the platform’s first name change since its launch in November 2019. The removal of the ‘plus’ sign is a clear signal from the tech giant that its streaming service is settling in for the long haul as a core part of its entertainment ecosystem.
A Quest for Simplicity (and a Little Confusion)
While dropping the ‘+’ symbol certainly cleans up the name, it immediately raises the question of brand clarity. The name Apple TV now applies to three distinct products in the company’s lineup:
- The Streaming Service: (Formerly Apple TV+) The subscription service that hosts award-winning Apple Originals like Ted Lasso and Severance.
- The App: The application available across numerous devices that aggregates content from Apple TV and other streaming services.
- The Hardware: The Apple TV set-top box device.
Despite the potential for a “naming nightmare” as some industry observers have noted, the shift suggests Apple is aiming for a unified, confident brand presence. By aligning the service with its broader product naming philosophy—similar to Apple Music or Apple Arcade—the company is positioning its original content platform as a foundational service, not just an add-on.
What Does the “Vibrant New Identity” Entail?
Apple’s statement promised a “vibrant new identity,” and early glimpses are starting to appear. Hints in the latest developer betas of iOS and tvOS suggest a visual refresh for the app icon, moving away from its subdued gray theme toward a more colorful, glass-like design. This fresh coat of digital paint is likely just the beginning of a gradual rollout for the new branding across the website and various applications.
This rebrand comes as the service, which recently increased its monthly price to $12.99, continues to demonstrate a “quality over quantity” approach. Despite not having the massive content library of competitors like Netflix or Disney+, Apple TV has secured major industry wins, including multiple Emmy Awards and the historic Oscar for Best Picture for CODA.
The move is arguably a natural progression, as many users and critics already informally dropped the ‘plus’ in conversation. Now, the official name reflects the popular lexicon. It’s a bold move from a company known for its immaculate branding, and whether it leads to greater simplicity or more user confusion remains to be seen.
What are your thoughts on the new name? Let us know in the comments!
