Apple Drops the “+” as Apple TV+ Becomes Just Apple TV

Vikhyat·Published: October 13, 2025

Apple TV+ has officially been renamed Apple TV. Here’s why Apple dropped the “+” and what it means for users of the service, app, and device.

Apple Rebrands Apple TV+ as Just Apple TV

Key Takeaways:

Apple TV+ quietly rebranded as Apple TV: Apple has dropped the “+” from its streaming service, signaling a move toward a more unified and simplified entertainment brand.
Low-key rollout without major announcement: The rebrand appeared subtly in an Apple press release, suggesting a soft transition rather than a headline-grabbing reveal.
Brand confusion likely to rise: The term Apple TV now covers the app, streaming service, and hardware, potentially confusing users about what they’re actually accessing.
Goal behind removing the plus sign: Apple seems to be aligning all its media products under a single, cleaner identity, though it hasn’t provided an official reason yet.
Pricing remains the same for subscribers: The newly named Apple TV costs $12.99/month with a free trial, and new Apple device purchases include three months free.

To everyone’s surprise, Apple has quietly made a significant branding change. Alongside the announcement of the “F1: The Movie” making its debut on Apple TV on December 12, the company slipped in a one-liner revealing that Apple TV+ is being renamed to “Apple TV.”

The announcement wasn’t prominently displayed. Tucked away at the end of Apple’s press release, the company wrote:

Apple TV+ is now simply Apple TV, with a vibrant new identity.

The identity change has not yet been reflected on Apple’s website, but the updated name appears in the boilerplate text, suggesting the change is official.

The New Apple TV (The Service, Not the Box… or the App)

If you are an ardent Apple user, you’ll know that Apple already uses the name “Apple TV” for multiple offerings: The Apple TV app, the streaming service, and the TV set-top box. As if this overlap wasn’t messy enough, this rebrand could make it even murkier for anyone trying to figure out which Apple TV they’re supposed to be using.

Why Did Apple Drop the “+”?

While there is no explanation from Apple’s side for the rebranding, it appears Apple is aiming for a cleaner, more unified identity across its entertainment products. It remains to be seen if this clears things up or adds to the confusion.

The service costs $12.99 per month with a seven-day free trial for new subscribers. For a limited time, anyone who buys and activates a new iPhone, iPad, Apple TV, or Mac gets three months of Apple TV free.

What do you think about Apple dropping the “+” from Apple TV? Share your thoughts in the comments below.