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Apple TV Plus is gone as Apple reshapes streaming

Apple TV rebrands with fresh identity, dropping plus name after six years and reshaping streaming image

Pop Culture & Art October 14, 2025 1 min read

Apple has officially rebranded its streaming platform, removing the plus from Apple TV Plus to become simply Apple TV. The company quietly announced the change in a press release promoting the upcoming release of F1: The Movie, saying that “Apple TV Plus is now simply Apple TV, with a vibrant new identity.”

This marks the first time Apple has renamed its streaming service since its launch in 2019. The decision brings the service in line with Apple’s hardware and software ecosystem, unifying the brand across all entertainment products. The same Apple TV name is now shared by the app, the device and the streaming platform, which analysts believe could help strengthen brand cohesion, though it may also cause brief confusion among some users.

Apple’s streaming platform entered the competitive market six years ago alongside major rivals such as Netflix, Disney, Amazon and HBO. Since its debut, Apple TV has earned over 550 awards and more than 2,500 nominations. Its library includes acclaimed series and films such as Ted Lasso, Severance, CODA, Slow Horses, Shrinking, and For All Mankind. The success of CODA was a major milestone, winning the Academy Award for Best Picture and establishing Apple as a legitimate player in film production.

The rebrand comes as several entertainment companies continue to adjust their streaming strategies. HBO Max became Max, while Disney and Paramount have made similar branding shifts. For Apple, the move represents a step toward clarity and a unified identity that matches its minimal design philosophy.

Industry observers suggest that the simplified name could enhance user recognition and global market expansion. Apple is expected to roll out an updated logo and redesigned user interface later in October, reflecting what insiders call a “streamlined entertainment experience.”