Apple TV+ to Drop the Plus in 'Vibrant' Rebrand

13 Oct, 2025

By Eli Sachs

Apple has quietly rebranded its streaming service from Apple TV+ to simply Apple TV, a move that creates naming overlap with the company's connected TV device and application. The tech giant revealed the change Monday in a press release announcing the December 12 streaming debut of "F1: The Movie," stating that "Apple TV+ is now simply Apple TV, with a vibrant new identity".​

The streaming service, which launched in November 2019 with original programming including "The Morning Show" and a slate of A-list talent, becomes the first major Apple platform to undergo a name change. This marks a departure from the "plus" branding trend that dominated the streaming wars, as Disney+, ESPN+, and other services adopted similar naming conventions.​

The rebrand creates potential confusion for consumers, as Apple TV has served as the name of the company's streaming device since 2007. The Apple TV hardware transforms standard televisions into smart TVs by providing streaming access through HDMI connections, directly competing with products like Amazon Fire TV and Roku. Additionally, the Apple TV app, which houses content from multiple streaming services, shares the same name.​

Some industry observers suggested the rebrand reflects how consumers already refer to the service. One analysis noted that in casual conversation, most people drop the "plus" designation when discussing the platform, saying simply "It's on Apple TV" rather than using the full Apple TV+ name.​

The rebrand comes as Apple's streaming service continues to face financial challenges despite critical acclaim. According to reports from earlier this year, Apple is losing more than $1 billion annually on the platform, which has invested over $5 billion yearly in content since its 2019 launch. The service reduced content spending by approximately $500 million in 2024.​

Apple TV maintains significantly lower subscriber numbers compared to competitors Netflix, Disney+, and Amazon Prime Video. Analysts estimated the service had approximately 40.4 million subscribers by the end of 2024, compared to Netflix's 301.63 million, Disney+'s 124.6 million, and Warner Bros Discovery's 116.9 million.​

Despite modest viewership, Apple's original programming has earned substantial recognition, garnering 553 awards and 2,562 nominations. Notable successes include Emmy-winning series "Ted Lasso," "Severance," and "The Studio," as well as "CODA," which won the Academy Award for Best Picture in 2022.​

The move away from "plus" branding reflects broader shifts in the streaming industry. ESPN has similarly dropped its "plus" designation in recent branding, while HBO Max underwent multiple rebrandings before settling on its current identity. Paramount+ evolved from CBS All Access and went through several name iterations.​

Apple representatives did not immediately respond to requests for comment regarding the decision or how the company plans to differentiate between its streaming service, device, and application. As of Monday afternoon, the original Apple TV+ branding remained visible when accessing the streaming service through web browsers and smart TV applications.​

The streaming service is priced at $9.99 per month in the United States and is also included in Apple's bundled Apple One program, which offers services including iCloud and Apple Music. Comcast offers a bundle combining Apple TV, Peacock, and Netflix for $15 monthly.​

Previous Next

Subscribe to Stateline Press