In a surprise move, Apple has officially dropped the “+” from Apple TV+, rebranding its streaming service as simply Apple TV. The change was revealed subtly in a blog post announcing the upcoming release of F1: The Movie, set to debut on December 12.
The company stated, “Apple TV+ is now simply Apple TV, with a vibrant new identity,” but did not elaborate further on what this rebrand means for users or how it will affect its existing streaming ecosystem.
A Simpler Name, But More Confusion
While the new name might sound cleaner, it has sparked confusion among users and industry watchers alike. The term “Apple TV” is already used for three separate products — the Apple TV app, the Apple TV streaming service, and the Apple TV 4K hardware box.
In essence, users could soon be watching Apple TV on the Apple TV app using their Apple TV device — a branding scenario that has already become the subject of online jokes and memes.
Still, this rebrand may be Apple attempt to unify all its entertainment services under one recognizable brand identity — a move similar to how it consolidated services like Apple Music, Apple Arcade, and Apple Fitness+ into a cohesive ecosystem.
Why the Rebrand?
Industry experts believe the move is part of Apple broader branding simplification strategy ahead of new content and service expansions.
By removing the “+” from Apple TV+, Apple could be aiming to:
- Streamline its marketing identity, focusing on a single “Apple TV” brand.
- Reduce consumer confusion between Apple TV+ and the Apple TV app.
- Position itself for global expansion, particularly as competition from Netflix, Disney+, and Amazon Prime Video intensifies.
Interestingly, Apple subtle announcement has drawn comparisons to Warner Bros. Discovery infamous rebrand of “HBO Max” to “Max,” with many users noting that Apple approach, though confusing, feels “less chaotic.”
When Will the Change Roll Out?
While Apple has not shared an official rollout date, signs of the rebranding have already appeared. Users running iOS 26.1 have reported seeing a new, colorful Apple TV icon — hinting that the change is being integrated across devices.
No pricing changes have been announced yet, though Apple had already raised subscription fees earlier in August 2025.
Analysts expect Apple to share more details about the rebrand — and possibly new interface updates — in the coming weeks.
The Bigger Picture
The renaming comes as Apple TV content library expands rapidly, with hit series like Severance, Ted Lasso, Silo, and Masters of the Air, as well as the much-anticipated F1: The Movie.
Apple seems to be betting on simplicity and brand familiarity to strengthen its foothold in the global streaming market — even if it means a bit of name overlap along the way.
