Apple TV+ Rebrands

Apple has revealed a rebranding of its subscription streaming service from Apple TV+ to simply Apple TV, complete with what the company describes as a "vibrant new identity." 

The change, which drops the "+" symbol, aims to streamline Apple's ecosystem of video offerings but has sparked confusion among users and observers due to overlapping names with the Apple TV app and hardware device. 

As of now, the update appears gradual, with no immediate changes visible on Apple's website or apps, suggesting a phased rollout tied to upcoming software updates.

The rebrand was disclosed in Apple's press release for F1: The Movie, a high-octane racing drama starring Brad Pitt and directed by Joseph Kosinski, set to stream exclusively on the platform starting December 12, 2025. Buried at the end of the release, the statement reads: "Apple TV+ is now simply Apple TV, with a vibrant new identity." 

This marks the first name change for the service since its launch in November 2019, amid a competitive streaming landscape where rivals like HBO Max and Paramount+ have also tweaked their branding multiple times.

Apple has not elaborated on the specifics of the "vibrant new identity," but early indicators point to visual refreshes.