Apple TV+ rebrand announcement: what it’s called now

Apple TV+ is making a change by dropping the plus sign from its name. In a recent announcement buried at the bottom of a press release about F1 The Movie, Apple revealed that Apple TV+ will now be known simply as Apple TV. This new identity was not accompanied by an explanation for the change or any details about potential rebranding for the actual Apple TV hardware.

It’s worth noting that Apple TV is also the name of the television app preinstalled on iPhones and iMacs, adding a layer of potential confusion. This marks the first identity change for Apple TV+, which launched in 2019 and recently increased its subscription price. The move to drop the plus follows a trend seen with services like Paramount+ and HBO Max, which also made adjustments to their names.

While some services use a plus sign to signify a free or basic version of their offerings, this was not the case for Apple TV+. Despite its award-winning shows and content, Apple TV+ has not achieved the same level of popularity as some other streaming platforms. We have reached out to Apple for more information and to confirm the rebrand.