Apple has rebranded its streaming service Apple TV+ to simply Apple TV, marking the first name change since the platform’s launch in 2019. This change was quietly announced in a press release ahead of the global streaming debut of “F1: The Movie” on December 12, 2025. The rebrand aligns the streaming service name with Apple’s Apple TV app and Apple TV 4K hardware, aiming to simplify and unify Apple’s streaming ecosystem under one consistent brand identity.
Although the change may cause some initial confusion, since all three products share the same name, branding experts see it as a smart move signaling maturity and confidence. Apple TV continues to offer acclaimed original content such as “Ted Lasso” and “Severance” and remains a strong contender in the streaming space.
This is also seen as a potential hint toward future service changes, possibly including an ad-supported tier, as Apple TV+ currently lacks a commercial option despite a recent price increase. The updated Apple TV app icon with a vibrant new design debuted with iOS 26.1, indicating the rebrand rollout is imminent. Apple has not yet clarified further details on pricing or broader visual changes.
The rebranding to Apple TV marks the end of the “Plus” era for Apple’s streaming service and positions it for simpler recognition and continued growth in a competitive market.