Apple’s decision to drop the “+” from Apple TV marks more than just a branding shift—it reflects how the company now sees its streaming platform as an established part of its broader media ecosystem rather than an optional add-on. In a recent appearance on The Town podcast, Apple’s senior vice president of services, Eddy Cue, explained the reasoning behind the simplified name and offered rare insight into Apple’s approach to streaming, theatrical distribution, and sports content.
According to Cue, the original “+” signified the service’s connection to the Apple TV app, which aggregates content from multiple providers. The naming convention followed Apple’s pattern of using “+” to indicate premium tiers, like iCloud+. “We put the plus on it because it was an add-on to the TV app,” Cue said, noting that the term had outlived its purpose. “Everyone called it Apple TV anyway,” he added, making the rebrand a practical move toward simplicity.
The name change comes as Apple continues to define its identity in the crowded streaming market. Cue reiterated that the company’s focus remains on “quality, not quantity,” positioning Apple TV as a home for carefully curated original programming rather than an endless library. He emphasized that Apple’s aim has always been to “be the best, not the most.” While he declined to share subscriber numbers, Cue dismissed recent industry estimates suggesting 40–45 million users, insisting that the actual figure is “significantly more” and that the service is “doing fine” financially.
Cue also addressed Apple’s mixed record with theatrical releases. Despite strong box office results for its Formula 1 film, which surpassed $630 million globally, the company currently has no theatrical releases planned for 2025 or 2026. He described Apple’s distribution approach as “case-by-case,” indicating that future theatrical runs will depend on the project rather than being a default strategy.
When asked about Apple’s ambitions in sports streaming, Cue acknowledged it remains a key area of interest that aligns with the company’s premium content strategy. However, he offered no updates on potential deals for major leagues like the NBA or NFL, confirming only that Apple is finalizing a streaming rights agreement for Formula 1.
As for speculation that Apple might acquire a major Hollywood studio, Cue dismissed the notion outright. “We’re not actively looking to buy anything,” he said, explaining that Apple’s philosophy is to build and control its own ecosystem rather than expand through acquisitions.
The interview paints a clear picture of Apple’s maturing entertainment strategy: a disciplined, selective approach centered on creative quality, brand clarity, and controlled expansion. With the “+” gone, Apple TV’s next chapter appears focused on refining its identity as a premium platform within Apple’s growing services portfolio.
