Apple TV+ is now rebranded as Apple TV

Apple has given a slight makeover to its video-on-demand streaming service. The platform known for hits like Slow Horses and The Lost Bus has transitioned from Apple TV+ to simply Apple TV.

This change was announced in conjunction with the news of the film F1: The Movie arriving on the streaming service on December 12. In a press release today, Apple stated that Apple TV+ is now rebranded as Apple TV, with a fresh new look. While the specifics of this new “identity” were not detailed, the switch can be already seen in the service’s official branding.

This move mirrors similar rebrands in the streaming world, like HBO Max becoming HBO or ESPN+ turning into ESPN. While the change is subtle, it does make Apple’s streaming service a bit more intertwined with its app and streaming boxes. In fact, it’s now easier to get confused between Apple TV, the streaming service, the Apple TV app, and the Apple TV hardware, which was formerly known as Apple TVs back in the day.

Now, when someone mentions “Apple TV,” they could be referring to any of these three offerings. This could potentially lead to some confusion, especially for those who want to explore parts of Apple’s streaming options without committing to all of them. However, let’s face it, some level of confusion might have existed even before this rebrand.

Interestingly, this rebrand comes closely on the heels of Apple announcing a price increase for the service from $10 to $13 per month. While Apple hasn’t disclosed the financial performance of its streaming service, reports suggest that it might be operating at a loss. Despite popular shows like Severance and Ted Lasso, Nielsen data indicates that Apple’s streaming service has relatively lower viewership compared to other streaming platforms.