Apple has officially dropped the “plus” from its premium streaming platform, rebranding Apple TV+ as simply “Apple TV.” The change, which quietly rolled out this month, marks one of the company’s most understated but strategic brand updates in recent years.
A Quiet Rebrand with Big Intentions
Apple’s decision to streamline its name follows a wider trend in simplifying digital branding. The “plus” suffix — once a popular way to denote premium streaming tiers — has become increasingly redundant as most services now operate on a single-subscription model.
In a statement to media outlets, Eddy Cue, Apple’s Senior Vice President of Services, explained that the move reflects “clarity and consistency” across Apple’s ecosystem. “There was never a free version and a paid version — it’s always been Apple TV,” Cue reportedly said.
The new name aligns Apple’s streaming platform with its existing Apple TV app and Apple TV 4K device, creating a unified brand experience for users across hardware and software.
Brand Simplification, or Consumer Confusion?
While the change makes Apple’s branding more cohesive internally, some industry watchers say it could confuse customers who already associate “Apple TV” with the physical streaming device or the app.
Marketing experts, however, argue that Apple’s clean-cut identity shift mirrors its long-term goal: making Apple TV the home for all Apple video content, whether streamed, purchased, or subscribed to.
“Apple is consolidating its entertainment identity under one umbrella,” said Sarah Milton, a digital media analyst. “This move signals a push toward deeper integration between its streaming content, original programming, and device ecosystem.”
What It Means for Subscribers
For viewers, the change is purely cosmetic — no alterations to pricing, subscriptions, or available content have been announced. Users will simply see the updated “Apple TV” name and logo across the platform’s website, app, and promotional materials.
The rebrand arrives as Apple continues expanding its original content slate, featuring acclaimed series such as Ted Lasso, Severance, and Silo, alongside new additions in 2025 that aim to strengthen its global entertainment footprint.
Apple’s removal of the “plus” might look minor, but it reflects a bigger shift in the streaming world — toward simplified brands, stronger ecosystems, and seamless user experiences.
In typical Apple fashion, the move wasn’t loud or flashy — just clean, deliberate, and unmistakably on-brand.
