Apple drops ‘Plus’ from TV+ streaming service name

Apple quietly announced that its streaming service Apple TV+ is being rebranded as simply “Apple TV,” marking the platform’s first name change since its November 2019 launch.indiatimes
The rebrand was buried in a press release announcing the December 12 streaming debut of “F1 The Movie,” with the company describing the change as a “vibrant new identity,” though no details about visual changes or rollout timeline were provided.indiatimes
The name change creates confusion as Apple now has three distinct products sharing identical branding: the streaming service, the Apple TV set-top box device, and the Apple TV app.indiatimes
The rebranding comes two months after Apple raised the streaming service’s subscription price by more than 30 percent in August to $12.99 per month, and the platform remains the only major streaming service without an advertising-supported tier.indiatimes
Apple’s streaming service has earned 553 wins and 2,562 award nominations since launch, including becoming the first streaming platform to win the Academy Award for best picture with “CODA.”indiatimes

Apple TV Plus Quietly Drops Plus Sign in Brand Overhaul

Apple quietly announced Monday that its Apple TV+ streaming service is being rebranded as simply “Apple TV,” marking the platform’s first name change since launching in November 2019. The tech giant buried the announcement in a press release about “F1: The Movie” streaming debut, describing the change as part of a “vibrant new identity”.indiatimes

Name Change Creates Brand Confusion

The rebranding creates immediate confusion as Apple now has three distinct products sharing identical names: the streaming service, the Apple TV set-top box device, and the Apple TV app. “Apple TV+ is now simply Apple TV, with a vibrant new identity,” the company stated in the press release announcing F1’s December 12 streaming debut.indiatimes

The announcement was relegated to a single sentence buried deep in the F1 movie announcement, reflecting Apple’s unusually low-key approach to what represents a significant branding shift. As of publication, Apple’s website and apps still display the Apple TV+ logo, with the company providing no timeline for the full rollout of new branding.primetimer

Strategic Timing and Market Context

The rebrand comes just two months after Apple raised Apple TV+ subscription prices by 30 percent from $9.99 to $12.99 per month in August. The streaming service remains the only major platform without an advertising-supported tier, though industry speculation suggests Apple may eventually introduce ad-based options.hollywoodreporter

Apple TV has earned significant industry recognition, accumulating 553 wins and 2,562 award nominations since launch. The platform made history as the first streaming service to win an Academy Award for Best Picture with “CODA” in 2022. Recent Emmy success includes 22 wins in September 2025, with “The Studio” becoming the most-winning freshman comedy in Emmy history and “Severance” leading as the most-winning drama.indiatimes