Apple reveals rebranding of its streamer: Apple TV+ is now Apple TV

Apple this renewing the name of your streaming service Apple TV+, giving the platform a “vibrant new identity” and now being called simply, Apple TV. In other words, there will be no more plus (+).

The rebranding was not done amid fanfare, but discreetly alongside the announcement of the upcoming debut on the streamer. F1: The Moviescheduled for December 12 on the platform.

A single line at the end of the press release states:

“Apple TV+ is now simply Apple TV, with a vibrant new identity”.

When Apple launched its streaming service in 2019, it was given a “+” at the end to differentiate it from the Apple TV app, which also offers content from third-party providers.

The changes have not yet been applied to Apple's official website, nor to its app on devices or televisions. At the moment it is unknown when the streamer's new identity will be reflected, probably in the coming weeks along with the public release of iOS 26.1. And while the Apple TV+ badge is still displayed in the app, the first signs of this name change can be seen in the latest beta version of iOS, which only a few developers have access to (see logo below).

The rebranding logo is quite similar to the previous one, only with a color palette and a liquid glass effect (the “liquid glass” effect included in the new operating system and devices) instead of simple white characters.

On the other hand, last August, Apple announced an increase in the subscription payment for its streaming. It's also worth noting that Apple TV is the only major streaming service that doesn't offer an ad-supported plan, although this could be about to change.

In recent weeks there has been speculation that Apple will follow in the footsteps of Netflix, Prime Video and other streaming companies by offering an advertising-based plan to improve profitability. Perhaps this is the reason why it has been decided to eliminate TV+ from streaming, to bring it back as an ad-supported option. Time will tell.

Apple TV is available in more than 100 countries, and screens that include iPhone devices, iPad, Apple TV, Apple Vision Pro, Mac, Smart TVs such as Samsung, LG, Sony, VIZIO, TCL, among others, Roku, Amazon Fire TV, Chromecast with Google TV, PlayStation consoles, Xbox.

New logo: