Apple has quietly rebranded its streaming service, dropping the “+” from Apple TV+ and simplifying its name to Apple TV. The change was subtly announced in a press release promoting F1: The Movie, Apple’s upcoming Brad Pitt–led racing drama set to premiere on December 12, 2025.
Buried within the release, Apple described the platform as “Apple TV, with a vibrant new identity.” While the company hasn’t yet updated its official website or app interfaces, the updated name appeared consistently throughout the announcement’s boilerplate description — the section that typically outlines how to access the service.
Apple TV+ is now simply Apple TV, with a vibrant new identity. Ahead of its global streaming debut on Apple TV, the film continues to be available for purchase on participating digital platforms, including the Apple TV app, Amazon Prime Video, Fandango at Home and more.
This shift marks the most significant branding update since Apple TV+ launched in 2019. The original name helped distinguish the streaming service from the Apple TV hardware line, which includes the Apple TV 4K set-top box and the preinstalled Apple TV app available across smart TVs and other devices. With this change, Apple appears to be unifying its entertainment ecosystem under one umbrella identity — a single “Apple TV” brand that encompasses both content and hardware.
At present, Apple has not clarified whether the rebrand will impact its Apple TV hardware naming conventions. The move raises the possibility that the company may fold its hardware, app, and streaming library into a single product family — similar to how the Apple Music brand covers both its app and subscription service.
The timing of the change also aligns with Apple’s push to expand its entertainment footprint. F1: The Movie, directed by Joseph Kosinski (Top Gun: Maverick), represents one of Apple’s most ambitious film projects to date. It will release in theaters next summer before debuting on Apple’s streaming platform. Alongside major projects like Killers of the Flower Moon, Masters of the Air, and Severance Season 2, the rebrand suggests Apple is positioning itself more assertively as a top-tier studio and distributor rather than a tech company dabbling in streaming.
Apple has not issued an official statement beyond the brief mention in the press release, but the language — “a vibrant new identity” — hints that a broader visual and branding refresh may follow in the coming weeks, possibly coinciding with F1: The Movie’s marketing rollout.
For now, the change is subtle but symbolic: Apple’s streaming arm is maturing past its “startup” phase, moving toward a streamlined brand architecture that mirrors the company’s minimalist design ethos — and perhaps aims to simplify how consumers think about “watching Apple TV” without the confusing “plus.”
