Apple has renamed its video-on-demand streaming service from Apple TV+ to Apple TV, as announced in a press release on October 13, 2025. The change aims to unify its streaming offerings but may increase confusion with its existing app and hardware. The rebrand coincides with the upcoming release of the film F1: The Movie on December 12.
Apple announced the rebranding of its streaming service on October 13, 2025, in a press release focused primarily on the December 12 premiere of F1: The Movie. The service, known for shows like Slow Horses, The Lost Bus, Severance, and Ted Lasso, drops the '+' to become simply Apple TV. The release states: "Apple TV+ is now simply Apple TV, with a vibrant new identity."
However, as of the announcement, the service still displays Apple TV+ branding when accessed via browser or smart TV apps, suggesting the visual update may be forthcoming. This mild rebrand mirrors recent changes at competitors, such as HBO Max reverting to HBO and ESPN+ shortening to ESPN.
The shift blurs distinctions among Apple's products: the streaming service, the Apple TV app, and the Apple TV hardware (renamed to include resolutions like 4K since 2015). Users can subscribe to the service independently, but watching it requires the app on compatible devices. This overlap could confuse consumers exploring Apple's ecosystem, though some ambiguity likely existed before.
The rebrand follows a recent price increase from $10 to $13 per month. Apple has not disclosed financials, but a March report from The Information, citing anonymous sources, indicated annual losses exceeding $1 billion. Despite critical acclaim, Nielsen data shows the service has minimal viewership compared to rivals.