Apple Rebrands Apple TV+ to Just 'Apple TV'

Apple has rebranded its streaming service, dropping the "+" from Apple TV+ and renaming it simply "Apple TV." The change was quietly revealed in a press release announcing the streaming debut of the company's "F1 The Movie," which notes that the service now features a "vibrant new identity."

Apple TV+ is now simply Apple TV, with a vibrant new identity. Ahead of its global streaming debut on Apple TV, the film continues to be available for purchase on participating digital platforms, including the Apple TV app, Amazon Prime Video, Fandango at Home and more.

The announcement appeared at the bottom of a release celebrating the box office success of the Brad Pitt-led film, which will begin streaming on December 12. The movie is part of Apple's growing push into sports content. Recent reports claim the company is finalizing a major streaming rights deal with Formula 1.


The rebrand may cause some confusion, as Apple already uses the "Apple TV" name for its hardware streaming box and its TV app, which aggregates content from various services alongside movie and show rentals. The company's own press release highlights the overlap, stating that the F1 film will have its "global streaming debut on Apple TV" and will also be available for purchase through "the Apple TV app."

Alongside the name change, the service is getting a more colorful icon featuring a multi-color gradient filling the Apple logo and "tv" text against a black background. Apple has not yet detailed how it plans to differentiate the newly named streaming service from its existing hardware and app.

The company is also reportedly preparing an updated Apple TV hardware box with a faster processor.

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