Apple has officially dropped the “plus” from its streaming service name. What was once known as Apple TV+ is now simply Apple TV — aligning the brand with what users have been calling it for years.
Why Apple Made the Change
The name change isn’t exactly a surprise. For a long time, users have been confused by Apple’s overlapping products:
- The Apple TV hardware (the physical streaming box),
- The Apple TV app (used for rentals and purchases), and
- The Apple TV+ subscription service for original shows and movies.
With so many similar names, it was only a matter of time before Apple simplified its branding. The new name is cleaner, more intuitive, and avoids confusion with other “plus” platforms like Disney+ or Paramount+.
A Subtle Announcement From Apple
Interestingly, Apple didn’t make a huge deal about this rebrand. The change appeared quietly in the company’s official blog post announcing the streaming release of F1 The Movie, scheduled for December 12. At the bottom of that post, Apple wrote:
“Apple TV+ is now simply Apple TV, with a vibrant new identity.”
As of now, neither the Apple TV app nor the Apple TV+ website has been updated to reflect the change, so users might still see the old branding for a short while. Whether Apple plans a major relaunch or a quiet transition remains to be seen.
What Happens to Your Subscription?
The good news is: nothing changes for subscribers.
Your existing Apple TV+ subscription remains intact. All original shows, series, and movies will continue to stream under the new Apple TV name. The “plus” may be gone, but your favorite content — like Severance, The Morning Show, and Foundation — will still be available as usual.
This rebranding is mostly cosmetic and designed to make navigation and marketing simpler for users.
Potential Confusion With Apple Hardware
While the update makes sense digitally, it could create some confusion in the physical world.
Imagine a customer walking into a store, buying an Apple TV box, and assuming it includes access to the streaming subscription — which it doesn’t.
Previously, the “+” symbol helped distinguish the streaming platform from the hardware device. Now, both are just called Apple TV, which might lead to misunderstandings among less tech-savvy users.
What Comes Next for Apple TV
This name change could be part of a broader strategy.
According to reports from industry insiders, Apple is preparing to announce a new lineup of MacBooks and possibly updated Apple TV hardware.
Rebranding the streaming service now might help Apple unify its product ecosystem before these launches.
As for what this means visually, users may see a redesigned Apple TV interface, updated artwork, or new category layouts that separate subscription content from rental movies within the app.
Final Thoughts
Apple’s decision to retire the Apple TV+ brand marks the end of an era — and the beginning of a more streamlined identity. While the change might cause brief confusion, it ultimately aligns the service with how people already think and talk about it.
So, next time you open the app, don’t be surprised if the “plus” is gone — it’s still the same Apple streaming experience, just with a simpler name and (hopefully) a cleaner design.
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