In a significant branding shift, Apple TV+ is being rebranded as simply Apple TV, according to an announcement buried within the company’s press release about the streaming debut of “F1: The Movie” on December 12, 2025. The subtle but important change was revealed in a single line stating “Apple TV+ is now simply Apple TV, with a vibrant new identity,” though Apple’s website has yet to reflect these updates. This rebranding of Apple’s streaming service comes as the platform continues to expand its content library and global reach across more than 1 billion screens worldwide.
Apple TV Rebranding Details and Announcement
The streaming service rebranding was disclosed in Apple’s official press release about the upcoming “F1: The Movie” streaming debut. While the company’s website remains unchanged at the time of writing, the press release clearly indicates the transition from Apple TV+ to Apple TV. The service description at the bottom of the announcement now reflects the updated naming convention, signaling Apple’s commitment to this branding evolution. According to the official Apple announcement, the change includes “a vibrant new identity” that has yet to be fully revealed to the public.
Apple TV Streaming Service Availability and Pricing
The newly rebranded Apple TV streaming service maintains its current pricing structure and extensive availability. The service remains accessible through multiple platforms:
- Available on the Apple TV app in over 100 countries and regions
- Accessible on over 1 billion screens including iPhone, iPad, Mac, and Apple Vision Pro
- Compatible with smart TVs from Samsung, LG, Sony, VIZIO, TCL and others
- Supported on Roku, Amazon Fire TV, Chromecast with Google TV, PlayStation, and Xbox
- Available via web at tv.apple.com for $12.99 monthly with seven-day free trial
New subscribers can access the service with a seven-day free trial, while customers purchasing new Apple devices qualify for three free months of the streaming platform, according to Apple’s standard promotional offers.
Potential Confusion with Apple TV Hardware
This rebranding creates potential naming conflicts within Apple’s ecosystem, as the company already markets its set-top box hardware under the identical Apple TV name. The streaming service previously distinguished itself with the “+” suffix, which helped differentiate it from both the hardware device and the broader Apple TV app that serves as a content hub. Industry experts note that similar branding challenges have affected other technology companies, though Apple’s strong brand recognition may help mitigate consumer confusion. This situation mirrors challenges seen in other sectors, according to recent analysis of branding strategies in competitive markets.
Streaming Service Evolution and Market Position
The rebranding occurs as streaming media services continue to evolve and compete for market share. Apple originally launched Apple TV+ in 2019 as part of its broader services strategy, focusing initially on original content. The removal of the “+” designation suggests Apple may be positioning the service as a more comprehensive offering rather than just a repository for original programming. This strategic shift aligns with broader industry trends toward service consolidation and simplified branding, as seen in other technology sectors where companies are streamlining their product portfolios.
What the Apple TV Rebranding Means for Subscribers
Current Apple TV+ subscribers shouldn’t experience immediate changes to their service or billing, as the rebranding appears to be primarily cosmetic at this stage. The service continues to offer its growing library of original content, including the upcoming “F1: The Movie” and other exclusive programming. The simplified naming could signal Apple’s intention to expand the service’s content offerings or integrate it more deeply with other Apple services. Additional coverage of streaming industry developments suggests that such rebranding efforts often precede expanded content partnerships or service enhancements.
The Apple TV rebranding represents another step in the evolution of Apple’s streaming strategy, though the company has yet to clarify whether this change accompanies any substantive updates to the service itself. As the streaming landscape becomes increasingly competitive, such branding adjustments can help services maintain relevance and clarity in a crowded market.
