Apple has made a move on its streaming platform and, from now on, stops calling itself Apple TV+ and adopts the name Apple TVThe decision simplifies the brand, aligns it with everyday use, and comes with a corporate message that promises visual changes.
In the company's words, the service debuts “new vibrant identity”The choice isn't accidental: the name matches the app and the brand's set-top box, unifying the offering. However, it can also lead to a certain number of product names until the user gets used to it.
Apple drops the Plus from its name
The brand shift was communicated discreetly, at the end of the press release dedicated to the streaming release of F1: The Movie. Without much fanfare, the company has removed the "+" sign and closed the curtain on the Apple TV+ era, rebranding the service as Apple TV.
"Apple TV+ is now simply Apple TV, with a new vibrant identity,” the official communication states.
The company has not detailed the exact reason, although it is reasonable to think of a strategy of brand simplification and consistencyFor years, many users have referred to the service simply as "Apple TV"; so far, there have been no announcements regarding possible name changes to other Plus-branded services like Fitness+, News+, or iCloud+.
A name that matches both app and device
The new name is now identical to the Apple TV app, which already acts as center of all the company's video: access to the streaming service itself, movie rentals and purchases, and content such as MLS matches.
It also shares its name with the Apple TV (set-top box device), the player that turns a television into a Smart TV in the Apple ecosystem. This coincidence may cause some confusion in the short term, and although there is speculation about a possible nomenclature readjustment in the future, Apple It has not been clarified whether there will be changes to the hardware or the app..
Deployment, visual changes and availability
Following the announcement, signs of the change have been seen in promotional materials and some icons without the “+”, while in certain web sections the previous name still appeared. Everything points to a gradual deployment of the new identity in the coming hours and days.
The company suggests that the rebranding may be accompanied by a renewed logo and icon across apps and platforms. No further design details have been released, but a consistent update across the entire ecosystem is expected.
In terms of range, Apple TV is available in more than 100 countries and regions and on over a billion screens: iPhone, iPad, Apple TV, Apple Vision Pro, and Mac; smart TVs from Samsung, LG, Sony, VIZIO, TCL, and others; Roku and Amazon Fire TV devices; Chromecast with Google TV; PlayStation and Xbox consoles; and the web version at tv.apple.com.
The service maintains a price of 12,99 dollars per month and with a seven-day free trial for new subscribersFor a limited time, those who purchase and activate an iPhone, iPad, Apple TV, or Mac can get three months of free trial; promotions and rates may vary by country and carrier.
F1: The film lands on the platform
The renowned service will debut F1: The Movie on December 12 on streaming. The announcement of the film's arrival served as a vehicle to announce the name change, a move that demonstrates the importance of major titles in achieving milestones on the platform.
Directed by Joseph Kosinski and starring Brad Pitt, with Javier Bardem and Damson Idris, the production was filmed in real Formula 1 Grand Prix and features music by Hans Zimmer and the participation of Lewis Hamilton in production. The premiere reinforces Apple's focus on sports content, although there are no confirmed announcements about future licenses or changes in rights.
A movement in line with the sector
Streaming is experiencing a cycle of brand adjustments: HBO Max has recovered part of its identity After its time as "Max," Disney is reorganizing its offering with Hulu and the withdrawal of Star in certain markets, and Paramount+ continues its consolidation. In this context, Apple's simplification fits into the tendency towards more direct names.
Beyond the change, the service reaches this new stage with a recognized catalog: the Apple original productions have accumulated 553 awards and 2.562 nominations, including hits like Ted Lasso and the Oscar-winning CODA, which supports the commitment to high-profile content.
It remains to be seen how the new name will play out in everyday use and whether Apple will tweak the overlap with its app and set-top box; for now, the transition will be gradual, the service is called Apple TV and the company is accommodating the change with powerful new releases and an updated visual identity.
