Apple has made a move that’s easy to miss but impossible to ignore — it’s quietly dropped the “Plus” from Apple TV+, rebranding its streaming service to simply Apple TV. At first glance, it might look like a minor tweak, but in the world of Apple, small changes often hint at something much bigger. Could this understated rename mark the beginning of a new streaming strategy, or a wider branding cleanup?
Apple hides major streaming update in its F1 movie press release
The quiet rebrand of the streaming subscription service surfaced not through a splashy announcement but in a press release for Apple’s upcoming film F1, premiering on December 12. Rather than drawing attention to the change, Apple slipped the update into the fine print. The subtle rollout, paired with the company’s mention of a “vibrant new identity,” has sparked speculation that Apple is quietly laying the groundwork for something more ambitious within its entertainment ecosystem.
Apple hasn’t confirmed exactly when the refreshed branding will take full effect, but signs of the transition are already visible. While the official website still displays the Apple TV+ name, the platform’s social media profiles — from Facebook and Instagram to X and TikTok — have already adopted the new moniker. The change extends beyond visuals as well, with Apple quietly retiring the #AppleTVPlus hashtag across its posts, suggesting that the shift to the streamlined identity is well underway.
What’s behind Apple’s streaming rebrand?
The rebrand could hint at broader strategic changes within Apple’s entertainment ecosystem. According to The Hollywood Reporter, industry watchers believe it may pave the way for an ad-supported tier, similar to what Netflix and Disney+ have done, allowing Apple to boost profitability while offering more flexible pricing for consumers. This comes after Apple increased the subscription cost by over 30% in August, from $9.99 to $12.99 per month. Given that Apple TV remains the only major streamer without an ad-supported option, the name change might be setting the stage for that next step.
Simplification or complication?
Does dropping the “plus” sign from the name of its streaming service really help Apple branding-wise? In the immediate term, it looks like the answer is a resounding no.
The removal of the single character has created significant brand confusion because the singular name Apple TV now refers to three fundamentally different products within the company’s video ecosystem:
- Apple TV (Streaming Service): This is the paid subscription that offers Apple Originals like Ted Lasso and Severance.
- Apple TV (Hardware Device): This is the physical set-top box, such as the Apple TV 4K, that plugs into a television.
- Apple TV App (Media Player): This is the application found across iPhones, smart TVs, and the hardware device itself, acting as a central hub where users watch content, rent movies, and integrate other third-party streaming services.
The “plus” sign, while simple, was the sole differentiator that separated the subscription service from the app and the hardware. By eliminating it, Apple has generated a complex and unprecedented three-way naming collision. This is further complicated by the fact that the operating system running the hardware was once called Apple TV Software before being renamed tvOS.
Ultimately, this move adds friction to the customer experience. While Apple’s long-term goal may be to establish “Apple TV” as the definitive, singular brand for all its video entertainment, it seems like the immediate result is a confusing step backward that forces customers, support staff, and media to constantly ask: “Which Apple TV are you talking about?”
Source: The Hollywood Reporter