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New Apple TV Rebrand Is the Right Move at Just the Right Time
Apple drops the 'Plus' to unify its streaming brand ahead of the December 12 release of F1 The Movie on Apple TV, featuring a refreshed vibrant identity.
- On December 12, 2025, Apple announced it has renamed Apple TV+ as Apple TV, describing the change as a way to give the platform a 'vibrant new identity.'
- Explaining the move, Apple described a simpler name dropping the 'Plus' to better reflect the service and refreshed the app icon with iOS 26.1 Beta 3.
- Subscribers pay $12.99 per month for Apple TV subscription, which includes Apple Originals such as Ted Lasso and Severance.
- The rebrand creates three offerings named Apple TV, including a set-top box and operating system, which could confuse users about the service and hardware integration.
- Device reports suggest a next-generation Apple TV 4K is imminent, possibly launching this week with the A17 Pro chip and Apple Intelligence features replacing the 2022 model.
17 Articles
17 Articles
Apple TV+ just dropped the ‘+’—other brands are likely to follow suit
Apple TV+ is dead. Long live Apple TV. On October 13, in a press release about F1: The Movie, Apple TV+ nonchalantly slipped in a line that from here on out it will be known simply as “Apple TV, with a vibrant new identity.” The streaming service’s new name is the same as Apple’s connected smart TV device product and app—effectively merging all of the brand’s TV-centric products under one moniker. Anyone who enjoys a bit of time winding down in…
Apple decided to delete the "+" in the name of its streaming service. So we have an app, a subscription and a device that all bear the same name: Apple TV. But the company of Cupertino explains that it is quite simple to understand. To the general surprise, Apple decided to rename its service of
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