Apple TV+ is no longer the official name of the streaming service; it is now referred to as Apple TV. A press release announcing F1: The Movie’s December 12 streaming debut made a subtle reference to the change, saying: “Apple TV+ is now simply Apple TV, with a vibrant new identity.”
As of Monday, the previous Apple TV+ branding was still visible on Apple’s website and press portal, and the company provided no additional explanation for the rebrand. Nevertheless, it has been reported that minor design changes in early beta versions of iOS and tvOS hint at the new look.
Although the rebranding of Apple TV seems simple, it has already caused confusion among consumers and industry observers. Under the same name, Apple now sells three different products: the Apple TV streaming service, the Apple TV app for renting and aggregating content, and the Apple TV hardware, including the Apple TV 4K device.
The confusion was exacerbated by Apple’s own press release available to BrandSpur digital news platform, which claimed that: “Apple TV is available on the Apple TV app… on Apple TV.”
Additionally, the move sets Apple apart from the crowded field of streaming services that adopted the “plus” naming trend, such as ESPN+, Disney+, and Paramount+.
It’s interesting to note that Apple still uses the symbol for other subscription-based services like iCloud+, Apple News+, and Apple Fitness+, so the rebranding is a little erratic throughout its ecosystem. With the November 2019 launch of Apple TV+, the company entered the global streaming market to compete with Netflix, Amazon, and HBO. The Morning Show gave the service early exposure, and CODA—the first movie from a streaming service to win the Academy Award for Best Picture—brought it widespread praise.
Ted Lasso and other achievements contributed to the development of Apple’s reputation for producing original, high-calibre content. However, this branding choice may be compared to Warner Bros. Discovery’s 2023 rebranding of HBO Max to Max, which was a similar blunder. Months later, the company decided to revert to its original name as confusion among subscribers and the entertainment industry increased.
Apple has not yet made it clear if visual components like a new logo or app design will be included in the rebranding. Regarding whether Apple TV apps or hardware will be updated to accommodate the change, the company also declined to comment. Users may have to wait to see how Apple’s streamlined streaming identity actually appears as the “vibrant new identity” is currently more of a statement than a noticeable change.
