Apple TV Plus rebrands to 'Apple TV' with vibrant new logo
Apple is shaking up its streaming service with a not-so-new name
š Apple has confirmed itās rebranding one of its most popular streaming services
šŗ Apple TV Plus is losing ā+ā in favor of just āApple TVā
āļø The company says itās part of a āvibrant new identityā for the service
š± New beta software has revealed an updated icon for Apple TV as well
š¤· Itās unclear when the new name will take over the entirety of Apple TV Plus
The name āApple TVā can now refer to one of three things: Appleās set-top-box, Appleās streaming service, and Appleās app for its streaming service.
Today, the company confirmed that Apple TV Plus will now be known simply as āApple TV,ā dropping the ā+ā from its branding. The shift brings with it a āvibrant new identity,ā according to the company. The news was broken at the tail-end of a press release announcing the streaming date for Apple TVās hit film, F1 The Movie, which will be available starting December 12.
Why the sudden change? We have no idea. Itās one of the more confusing brand changes that Apple has made, given the fact that thereās now no clear way to tell the streaming service from the hardware from the app, at least on paper. Apple is reportedly gearing up to announce a new version of the Apple TV 4K set-top-box before the end of the month, so perhaps itāll get a new name to help separate things.
So far, Apple hasnāt updated the Apple TV Plus app, website, or store with the new branding. The only place it lives is the icon for the app in the latest beta versions of its software, like iOS 26, visionOS 26, and tvOS 26. The icon (shown above) has a colorful accent within the text, reminiscent of the colors used for the Siri animation when you trigger the assistant. Itās unclear if this is an indication that the rest of the app will also see a new colorway or if this is just to add some level of vibrancy to the name.
We expect Apple TV Plus to quickly evolve into āApple TVā in the near future.
Max Buondonno is an editor at The Shortcut. Heās been reporting on the latest consumer technology since 2015, with his work featured on CNN Underscored, ZDNET, How-To Geek, XDA, TheStreet, and more. Follow him on X @LegendaryScoop and Instagram @LegendaryScoop.