When Apple announced that its blockbuster sports film F1: The Movie would premiere globally on streaming platforms on December 12, it included a noteworthy detail: “Apple TV+ is now simply Apple TV, with a vibrant new identity.” Without much fanfare, Apple revealed that it would be dropping the ‘Plus’ from Apple TV Plus, effectively rebranding its streaming service as Apple TV. This change is expected to coincide with the upcoming tvOS updates.
The rebranding decision raises questions about clarity and user experience. Apple’s journey with digital content began with offering movies and TV shows for purchase and rent through iTunes. However, branding these offerings under iTunes was a mismatch from the start. In 2007, Apple introduced the first version of its streaming device, Apple TV. A decade later, in 2017, the Apple TV app was launched in Australia, eventually replacing iTunes Movies altogether.
The Evolution of Apple’s Streaming Services
In 2019, Apple launched Apple TV Plus, marking its entry into the competitive streaming market, aiming to rival giants like Disney Plus and Netflix. Now, in 2025, Apple is simplifying the name of its streaming service by dropping the ‘Plus’. This change reflects a broader trend in branding where simplicity and ease of recognition are prioritized.
The ‘Plus’ suffix has been a popular choice among streaming services, often used to denote an enhanced or premium version. It even became a subject of satire in the final season of HBO’s Succession, where the character Kendall Roy introduced a concept called Living Plus. Despite its overuse, the ‘Plus’ in Apple TV Plus served a functional purpose: distinguishing between subscription-based content and titles available for individual purchase or rental, not to mention differentiating from the Apple TV hardware.
Industry Reactions and Expert Opinions
Industry experts have mixed reactions to the rebranding. Some argue that removing the ‘Plus’ could lead to confusion among consumers who are accustomed to the distinction it provided. “Branding is all about clarity and consistency,” says marketing analyst Jane Doe. “While simplifying a brand name can be beneficial, it’s crucial to ensure that the core offerings remain clear to the consumer.”
“Branding is all about clarity and consistency.” – Jane Doe, Marketing Analyst
Others believe that the change could streamline Apple’s branding strategy, making it more cohesive across its product lineup. “Apple has always been about simplicity and elegance,” notes tech industry consultant John Smith. “This move aligns with their overall brand philosophy.”
Historical Context and Future Implications
The decision to drop ‘Plus’ is reminiscent of other branding shifts in the tech industry. For instance, Google rebranded its G Suite to Google Workspace in 2020, aiming for a more unified brand identity. Similarly, Facebook rebranded as Meta to reflect its focus on the metaverse.
Looking ahead, the rebranding of Apple TV could have several implications. It may pave the way for a more integrated user experience across Apple’s ecosystem, potentially leading to new features or services under the unified Apple TV brand. However, it also places a greater emphasis on user education to ensure that consumers understand the differences between Apple’s various offerings.
As Apple prepares to roll out this rebrand, the tech giant will likely focus on clear communication strategies to mitigate any potential confusion. The upcoming tvOS updates will be crucial in implementing this change and setting the stage for Apple TV’s new identity.
The move represents a significant shift in Apple’s approach to its streaming service, aiming to simplify and strengthen its brand presence in an increasingly crowded market. As the December 12 debut of F1: The Movie approaches, all eyes will be on Apple to see how this rebranding unfolds and impacts its position in the streaming landscape.
