In a subtle but significant shift, Apple has renamed its subscription-based streaming platform from Apple TV+ to simply Apple TV. The change was tucked into a press release announcing the global streaming debut of F1 The Movie, set to premiere on December 12, 2025. While the announcement was brief, the implications are broad: Apple now uses the same name for its streaming service, its app, and its hardware device.
The rebrand is part of what Apple calls a “vibrant new identity,” though the company has yet to detail what that entails. The updated Apple TV app icon, already visible in iOS 26.1 beta 3, features a more colorful design, hinting at a refreshed visual direction. However, the Apple TV website and many platform interfaces still display the old “Apple TV+” branding, suggesting a gradual rollout.
This naming consolidation may simplify Apple’s media branding internally, but it introduces new layers of confusion for users. The term “Apple TV” now refers to three distinct entities: the streaming service, the app used to access content, and the physical set-top box. For new users, distinguishing between these could become a challenge, especially as Apple expands its content offerings and device integrations.
The move also breaks from Apple’s established naming convention, which includes services like iCloud+, News+, and Fitness+. Dropping the “Plus” may signal a shift toward a more unified brand experience, or it may simply reflect the company’s desire to streamline its entertainment portfolio as it prepares for deeper AI integration and broader global reach.
As Apple continues to invest in original programming and premium content, the rebrand could serve as a foundation for a more cohesive and recognizable media platform. Whether it clarifies or complicates the user experience remains to be seen.
