Apple TV+ Rebrands Streaming Platform with Removal of “Plus”

Apple has given their streaming service a new name, swapping out Apple TV+ for the simpler Apple TV. This change was quietly shared in a press release announcing the upcoming premiere of F1: The Movie on December 12. Apple mentioned, “Apple TV+ is now simply Apple TV, with a vibrant new identity” without offering further details. As of Monday, Apple’s website and press portal still featured the previous Apple TV+ branding, but some subtle design adjustments in early beta versions of iOS and tvOS hinted at the rebrand.

Surprisingly, this change has stirred some confusion for users and industry observers because Apple now has three separate products under the Apple TV name: the Apple TV streaming service, the Apple TV app for content collection and rentals, and the Apple TV hardware like the Apple TV 4K device. Even Apple’s press release added to the confusion, mentioning that “Apple TV is available on the Apple TV app… on Apple TV.” This decision sets Apple apart from other crowded streaming platforms that have embraced the “plus” naming trend, like Disney+, Paramount+, and ESPN+.

Interestingly, Apple has kept the plus symbol for its other subscription-based products like Apple News+, Apple Fitness+, and iCloud+, which makes the rebrand somewhat inconsistent across its lineup. Apple TV+ was launched in November 2019 as Apple’s debut into the streaming world, competing against industry giants like Netflix and Amazon. The service made a name for itself early on with shows like The Morning Show and CODA, the first streaming film to win the Academy Award for Best Picture. Hits like Ted Lasso helped solidify Apple as a producer of top-notch original content.

This move, while bold, recalls the similar renaming mistake made by Warner Bros. Discovery, who changed HBO Max to Max in 2023, causing confusion and prompting a return to the original name. Apple has not revealed whether the visual elements, such as the logo or app design, will change following this rebrand. The company also stayed silent on whether the Apple TV hardware or app will get updates to align with the new name. So for now, Apple’s “vibrant new identity” is more of a statement than a visible change, leaving users to wait and see how Apple’s simple streaming identity evolves.