Apple has quietly announced it will rebrand Apple TV+ to simply "Apple TV" as part of a "vibrant new identity" for one of the best streaming services available.
There hasn't been any specific reason given for the change, but Apple revealed the change alongside the streaming date for the Brad Pitt blockbuster "F1: The Movie".
"Apple TV+ is now simply Apple TV, with a vibrant new identity," the company wrote.
"Ahead of its global streaming debut on Apple TV, the film continues to be available for purchase on participating digital platforms, including the Apple TV app, Amazon Prime Video, Fandango at Home and more."
We don't have any more details than that about what exactly Apple means by a "vibrant new identity," but maybe we'll get a new look to the user interface and, possibly, some additional features.
This is purely speculative, but perhaps Apple TV's new identity will include a Liquid Glass makeover — the translucent new interface was, after all, one of the big announcements of Apple's 2025 operating system updates, and also came to tvOS 26.
Either way, the service is still listed as Apple TV+ on the Apple's website and on its iOS app.
This could get confusing
Shortening the name to Apple TV may make things easier for some viewers. The existence of Apple TV+ after all does imply there's a non-plus version of the service available somewhere, which there isn't.
But it's also sure to create some kind of confusion. After all, Apple already makes a hardware product called Apple TV, and the existing iPhone and Android app — also called Apple TV — acts as a hub that also carries non-Apple content.
While some of Apple's paid-for services carry the plus moniker (like Apple Fitness+), others — like Apple News — don't. This isn't a problem unique to Apple; naming conventions on products and services are difficult to navigate at the best of times. And although Apple TV+ wasn't the most original name for a streaming service, it did make clear that it was a distinctive offering.
Do you think this is a good move on Apple's part, or is it going to make things more confusing? Let me know in the comments.
And, in case you were wondering, F1: The Movie will debut globally on Apple TV on Friday, December 12, 2025.
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