Apple just made a bold yet subtle move that’s sparking conversation in the branding world: Apple TV+ is now simply Apple TV.
The tech giant quietly revealed the change in a press release announcing the release date for its upcoming film F1: The Movie. With that, the “plus” era has officially ended. The rebrand simplifies the service’s name, aligning it with the Apple TV app preinstalled on iPhones, iPads, and Macs as well as the Apple TV 4K hardware device.
That overlap might seem confusing to some, but according to branding experts, Apple’s decision is anything but a mistake. Instead, they say it’s a strategic move that reflects confidence and reinforces the brand’s dominance across platforms.
“When a brand becomes iconic, simplicity is the ultimate flex,” said Matt Sia, executive creative director at design firm Pearlfisher. “Apple’s suggesting now that it no longer needs the ‘+’ to prove that it’s streaming.”
Sia added that dropping the symbol signals “confidence, authority, and maturity,” allowing Apple to unify its entertainment products under a single, familiar name.
Apple’s streaming service, which launched in 2019, has gained critical acclaim for series such as Severance, The Studio, and Ted Lasso, even as it trails Netflix and Disney in overall viewership. While Apple TV+ never dominated Nielsen’s charts, it became known for prestige content and cinematic quality a reputation Apple appears eager to extend under a simpler, stronger brand identity.
Chris Rosica, CEO of Rosica Communications, agreed that the change is a smart one. “I don’t think anyone’s going to miss the plus,” he said.
By dropping the symbol, Apple can also strengthen its link to the core Apple brand, one of the world’s most valuable and recognizable names. “Bringing Apple TV closer to the Apple master brand is likely to be a key benefit in its competition against other heavyweight brands,” said Nick Cooper, global VP of strategy and innovation at Landor.
Michelle Edelman, CEO and chief strategy officer at Petermayer, believes the change reflects what consumers have already been doing for years. “Let’s be honest, Apple TV never needed the ‘+’ in its name,” she said. “People have always just called it Apple TV.”
Still, not every expert sees the shift as groundbreaking. Jesse Unger, cofounder of marketing consultancy Significant, said that while striving for simplicity is smart, it’s unclear whether the rebrand will offer consumers much added value. “Does it create any clarity or value for the consumer, who at this point has more loyalty to the IP than the service?” Unger asked.
Apple isn’t the first streaming platform to change its name. HBO Max has rebranded multiple times before settling on Max, and ESPN+ recently became ESPN Select. Even Peacock raised its prices shortly before Apple followed suit, signaling that the streaming wars are entering a new phase one defined by consolidation, price hikes, and refined brand identities.
In Apple’s case, though, experts say the rebrand underscores the company’s long-standing design philosophy: elegant simplicity. The tech giant has always favored minimalism from product names like iPhone and iPad to its clean visual design and the move from Apple TV+ to Apple TV fits neatly into that legacy.
Ultimately, the decision may be less about differentiation and more about integration. Apple is uniting its hardware, software, and streaming services under one clear identity one that reinforces its position as not just a tech company, but a lifestyle brand.
