Apple TV+ Officially Rebrands to Just “Apple TV”

In a surprising move, Apple has rebranded its streaming service from “Apple TV+” to simply “Apple TV.” The quiet announcement was made in a recent blog post about F1: The Movie, which premieres on December 12. The update reflects Apple’s effort to simplify its streaming ecosystem under one unified identity.

Launched in 2019, Apple TV+ has grown into one of the key players in the streaming market with hits like Ted Lasso and Severance. The platform’s “+” branding distinguished it from Apple’s hardware and app ecosystem, but the company now seems ready to merge its naming scheme for clarity  or perhaps, brand power.

Apple casually mentioned the name change in its post:

“Apple TV+ is now simply Apple TV, with a vibrant new identity,”
but didn’t share any additional information.

The confusing part, however, is that Apple already uses “Apple TV” for both its app and hardware streaming box  meaning users could soon be watching Apple TV on the Apple TV app using Apple TV.

Industry analysts believe the rebrand aims to unify Apple’s entertainment products under one name and reduce customer confusion across devices and platforms. However, the new name hasn’t been updated across Apple’s website or app ecosystem yet.

“This change seems part of Apple’s broader strategy to simplify its services while strengthening the Apple TV brand as the home for all entertainment,” commented a tech analyst.

No word has been shared on price changes, though a hike seems unlikely since Apple already increased subscription rates in August. With the iOS 26.1 update introducing a new colorful Apple TV icon, the full rollout of this rebrand appears imminent.