Apple has officially dropped the “plus” from its streaming service, rebranding Apple TV+ as simply Apple TV. The change first appeared subtly in Apple’s press release for “F1 The Movie,” where the company also revealed the film’s global streaming date in December. Apple describes this as a new identity for the service rather than a change in its core features or operations.
Apple’s Statement and Rebranding Details
In the press release, Apple puts it succinctly: “Apple TV+ is now simply Apple TV, with a vibrant new identity.” This statement appears at the end of the announcement about “F1 The Movie,” where it’s also confirmed that the film will premiere worldwide on Apple TV this December. To clarify how viewers can access the film, the same announcement notes that the movie will also be “available for purchase” through other digital storefronts, confirming that while Apple TV is the exclusive streaming home, other distribution options remain unchanged for those who wish to buy the movie elsewhere.
What Changes for Users
The first signs of the updated branding will appear across Apple’s marketing materials and official communications. Notably, Apple’s streaming app, set-top box hardware, and the overall media service have long been known under overlapping “Apple TV” branding. This move unifies everything under a single name, aiming to streamline how the service is presented. However, practical clarity for users will still rely on context—whether you’re talking about the app, the hardware device, or the subscription service.
For existing subscribers, nothing fundamental will change about how you access Apple’s content. Opening the Apple TV app on your devices will continue to launch the same experience, just with a refined, simplified label whenever Apple updates its assets. The emphasis is on straightforward, unified branding—reflecting exactly what Apple wrote in its latest press releases.
