Apple TV+ Rebranding: What the Streamer’s Name Change Means for Viewers

Apple has officially dropped the plus sign from its streaming service. The platform formerly known as Apple TV+ is now simply Apple TV. This strategic rebrand was announced on October 13, 2025, as reported by Reuters.

The change coincides with the streaming date announcement for the high-profile “F1: The Movie.” It signals a significant shift in Apple’s approach to the competitive streaming landscape.

The Immediate Impact of the Apple TV Rebrand

Subscribers will see the new Apple TV name across all devices and marketing materials. The service’s content library and subscription price remain unchanged for now. This move unifies the brand name with Apple’s hardware device.

According to Variety, the rebrand is part of a broader strategy to simplify Apple’s entertainment offerings. It comes ahead of anticipated bundle deals with other streaming platforms. The goal is to make the service more accessible and less confusing for potential subscribers.

Why Apple is Changing Its Streaming Strategy Now

The streaming market has become increasingly crowded and competitive. Many consumers are suffering from subscription fatigue and high costs. Apple is positioning itself for future growth through partnerships.

Bundling services with other providers could become a key growth area. A simpler name makes these partnerships more marketable. The timing with the “F1” movie launch provides maximum publicity for the change.

The Apple TV rebrand marks a pivotal moment in the streaming wars, suggesting a new chapter focused on accessibility and partnerships over exclusivity.

Info at your fingertips

What happened to Apple TV+?

Apple has renamed its streaming service. Apple TV+ is now called Apple TV. The change took effect on October 13, 2025.

Will my subscription cost change?

No, the subscription price remains the same for existing users. The rebrand is purely a name change at this time.

Is the content library affected?

All original series, movies, and content are unchanged. Subscribers will still have access to their full libraries.

Why remove the plus sign?

Apple aims to simplify its branding. The move may also help future bundle deals with other streaming services.

Does this affect the Apple TV device?

The Apple TV hardware device keeps its name. Both the streaming service and device now share the “Apple TV” name.

When did this change happen?

The official announcement was made on October 13, 2025. The rollout across apps and marketing began immediately.

Trusted Sources

Reuters, Associated Press, Variety, The Wall Street Journal