In a bold yet calculated move, Apple TV+ renamed its streaming service, omitting the comfortable “+” from its moniker and adopting a simpler, more consolidated brand. What previously went under the name Apple TV+ is now simply Apple TV, an action that speaks volumes about Apple’s desire to simplify its entertainment hub and forestall brand confusion.
Why Apple TV+ Rebranded Now
The rebranding arrives as Apple is doubling down on its in-house content and global ambitions. With hits such as Ted Lasso, Severance, and The Morning Show, the service has established a niche for itself among the flooded streaming landscape. The brand name, though, tended to confuse consumers—particularly when trying to differentiate between the streaming service, the Apple TV app, and the device Apple TV.
By simplifying the name to Apple TV, Apple aims to create a more cohesive experience across its devices and services. This rebrand aligns with the company’s broader design philosophy: minimalism, clarity, and user-centric branding.
What Changes With the Apple TV+ Rebrand?
Beyond the new moniker, Apple has brought a new visual identity to the brand. Early previews from beta releases of iOS and tvOS indicate a move away from the monochrome “plus” logo in favor of a brighter and more contemporary look. The rebranding also comes with a considerable rate hike—Apple TV is now priced at $12.99 per month, an increase from its former $9.99 rate.
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Industry experts are speculating that this rebranding could lead to the introduction of an ad-supported tier, a strategy already employed by competitors such as Netflix, Disney+, and Max. Although Apple has not yet announced plans to do so, the move would make the service more affordable for price-sensitive viewers.
A Strategic Shift With Big Implications
The rebranding timing is anything but coincidental. Apple just made its streaming debut announcement for F1: The Movie, featuring Brad Pitt, with a December 12 premiere. This A-list release points up Apple’s dedication to blockbuster content and primes the newly branded Apple TV as a major player in the streaming wars.
Additionally, the rebranding is also in line with Apple’s increasing aspiration to bring its media content under one, brand-recognizable umbrella. With continued investments in original shows, sports programming, and international distribution, the streamlined branding may assist in solidifying Apple TV as a brand of premium entertainment.