Apple’s streaming service, formerly known as Apple TV+, will now be simply “Apple TV,” a rebranding move that risks confusing consumers due to existing products sharing the identical name.
The subtle announcement, embedded in a press statement about the upcoming “F1 The Movie” premiere on December 12, also noted a “new vibrant look” for the service. However, Apple has not yet revealed details about visual changes or brand identity updates.
The current Apple TV application serves as a hub for buying and renting movies and television series. Separately, the Apple TV device is a physical set-top box used for streaming content.
This dual usage of the “Apple TV” moniker has long existed within the company’s ecosystem. The introduction of a rebranded streaming service under the same name introduces potential ambiguity for users seeking specific Apple media offerings.
Launched in November 2019, Apple TV+ established itself as a platform for original content, available in over 100 countries. Its slate of original productions includes “The Morning Show,” “See,” and “For All Mankind,” distinct from other services that host third-party catalogs.
The tech giant’s official website and applications continue to reference the service as Apple TV+ following the announcement. The timeline for the official rollout of this new identity across all of Apple’s platforms remains undisclosed.