Apple’s streaming service has quietly dropped the “plus” from its name and will henceforth be known as simply Apple TV, introducing what Apple calls a “vibrant new identity.” While this change marks the platform’s first rebrand since its 2019 debut, it raises immediate questions – especially as Apple’s ecosystem now features three distinct products using the “Apple TV” name.
What’s Changed? The Rebranding of Apple TV+
The change was subtly announced at the end of a press release focused on the December 12 streaming debut of “F1: The Movie” – with Apple stating, “Apple TV+ is now simply Apple TV, with a vibrant new identity.” Visual changes are already appearing in beta versions of iOS and tvOS, with a shift away from the monochrome “plus” theme, but most of Apple’s website and apps still display the “Apple TV+” logo. No timeline has yet been provided for a full rollout.
This news comes on the heels of a 30% price hike in August 2025; the service now costs $12.99/month, still without an ad-supported tier – though industry analysts expect Apple will eventually introduce ads, following rivals like Netflix and Disney+.
The “Apple TV” Confusion: Three Different Products, One Name
With this rebrand, Apple now has three separate products sharing virtually the same name:
| Product Name | What It Is | What It Does |
|---|---|---|
| Apple TV | The streaming device (Apple TV 4K, etc.) | A physical box for your television, running tvOS, making smart apps (Netflix, games, etc.) |
| Apple TV (Rebrand) | The streaming service (formerly Apple TV+) | Subscription platform for exclusive Apple original movies and series, now called “Apple TV” |
| Apple TV app | The app/platform | Aggregator for streaming content across Apple devices, access point for Apple TV service |
Apple TV (device):
This is a set-top box (like Apple TV 4K) you physically attach to your TV. It runs the proprietary tvOS operating system, allowing access to an array of apps, including streaming services like Netflix, and Apple’s original content library.
Apple TV (service):
Previously known as Apple TV+, this is Apple’s subscription-based streaming platform, home to original shows such as “The Morning Show,” “Ted Lasso,” and films like “CODA” (an Oscar winner).
Apple TV app:
This software exists across iPhone, iPad, Mac, Apple TV device, and most smart TVs. It’s a central hub for aggregating content from Apple’s streaming service (now just Apple TV), as well as other providers, rentals, and purchased movies.
Major Differences Between the Three
| Feature/Functionality | Apple TV (Device) | Apple TV+ / Apple TV (Service) | Apple TV App |
|---|---|---|---|
| Physical Product | Yes | No | No |
| Purpose | Streaming box | Subscription streaming service | Content aggregator app |
| Pricing | $129+ (hardware) | $12.99/mo | Free/included |
| Use Without Apple HW? | — | Yes (on web/smart TV, etc.) | Yes |
| Access to Originals | Yes | Yes | Yes |
| Third-party Apps | Yes | No | Sometimes (integrated) |
| Rentals & Purchases | Yes | No | Yes |
Why Did Apple Make the Change?
Industry analysts note this follows a broader trend of streaming services dropping the “plus” from their names, as “plus” services (CNN+, ESPN+, Paramount+) become less differentiated in an overloaded streaming landscape. Apple’s move is about “simplifying” branding – though many critics and consumers argue it only amplifies confusion, as now all three of Apple’s TV products are called “Apple TV” in various contexts.
For users, this could mean even more complicated support questions and setup scenarios and creates clarity challenges for Apple’s marketing and customer service teams.
