Apple TV+ Quietly Rebrands with a New Name

Apple has officially said goodbye to the “Apple TV+” name. The company announced that its streaming service will now be called simply “Apple TV,” describing the move as part of a “vibrant new identity.”

The information came from Apple’s own press release, which was shared alongside the streaming release date announcement for F1 The Movie.

The name change was quietly mentioned near the end of that announcement, with Apple stating,

“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.”

Apple didn’t explain what this “new identity” will look like. There’s been no update yet to the official website or apps, which still display the old Apple TV+ branding. So far, nothing has visually changed; the logo, interface, and marketing materials all remain the same.

The company also hasn’t clarified how this change might affect its other Apple TV products. Apple already sells a streaming device called Apple TV and offers the Apple TV app, which includes both Apple Originals and third-party shows and movies. It’s not yet clear how Apple plans to handle these overlapping names going forward.

For now, it seems Apple is preparing for a brand refresh that might roll out gradually. But for users, the streaming experience remains the same, just under a shorter name.

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