Apple TV+ Drops the Plus in Major Rebranding Move

Apple has quietly changed the name of its streaming service. The platform formerly known as Apple TV+ is now just “Apple TV.” The rebrand was announced in a press release on Monday. This change creates immediate brand confusion with Apple’s existing set-top box.

The move is intended to give the streamer a fresh new identity. However, it directly overlaps with the name of the company’s popular hardware device. This decision simplifies one brand while potentially complicating the user experience for millions.

One Name, Two Very Different Products

The core issue is the duplication of names. Apple TV is the company’s connected-TV device. It has held that name since 2007. This hardware allows users to access various streaming apps on their televisions.

Now, Apple TV is also the subscription video service. This means you watch the show Ted Lasso on Apple TV via an Apple TV. The new naming convention was discovered in a press release for the upcoming F1 movie. According to Reuters, such branding shifts are often precursors to new service tiers.

Industry Trends and Future Implications

Apple is not the first company to remove a “plus” from its service. ESPN recently launched a new standalone app that incorporates but technically replaces ESPN+. This follows a broader industry pattern of streaming services consolidating their identities. Other major players have also moved away from segmented branding.

An ad-supported tier is a likely reason for this rebrand. Apple TV+ is currently the only major streamer without a cheaper, ad-supported plan. The company has already raised its subscription price significantly. Introducing ads could be the next logical step to broaden its subscriber base.

The Apple TV+ rebrand to Apple TV marks a significant simplification of its streaming identity. This move aligns with industry trends but risks confusing consumers accustomed to the old naming structure. The future of Apple’s streaming strategy now hinges on this newly unified brand.

Dropping this nugget your way

What did Apple TV+ change its name to?

Apple TV+ is now simply called “Apple TV.” The company announced the rebrand in a press release. The service itself and its content remain unchanged.

Why is the Apple TV rebrand confusing?

It creates a naming conflict with Apple’s physical streaming device, which is also called Apple TV. Customers now have two distinct Apple products with the exact same name.

Are other streaming services dropping the ‘plus’?

Yes, ESPN recently replaced ESPN+ with a new app called “ESPN.” Other services have also moved towards simpler branding. The “plus” trend appears to be fading.

Will Apple TV get an ad-supported plan?

Industry analysts suggest this rebrand could precede a cheaper, ad-supported subscription tier. Apple TV+ is currently the only major streamer without ads.

Has the price of Apple TV changed?

The price increased to $12.99 per month in August. This rebrand to “Apple TV” is a separate change from that recent price hike.