Apple has quietly renamed its streaming service. What was once Apple TV+ is now simply Apple TV. The announcement came subtly, hidden at the end of a press release about Apple’s upcoming F1 movie, which lands on the platform on December 12. The statement read, “Apple TV+ is now simply Apple TV, with a vibrant new identity.”
At first glance, it looks like a small branding tweak. Removing the “+” certainly fits its design philosophy. But as simple as it sounds, this change might actually make things a lot more confusing for users.
Apple TV is now the name of the streaming service, but Apple TV is also the name of the app, and it’s also the name of the hardware. So, it has become more confusing for users.
Interestingly, Apple hasn’t rolled out the new name everywhere yet. The official website and App Store listing still show the older Apple TV+ branding. It seems Apple needs time to clean up the naming mess behind the scenes before the public fully catches on.
There’s also speculation that this rebrand could be tied to a bigger plan. Apple might be preparing to unify its entertainment ecosystem, blending its hardware, software, and streaming platform under one consistent “Apple TV” identity.
