By India McCarty
Apple TV+ is undergoing a rebrand — the streamer is dropping the plus sign to become AppleTV.
“Apple TV+ is now simply Apple TV, with a vibrant new identity,” the streaming service announced in a press release about the streaming debut of F1, with no additional details released.
Apple TV+ has rebranded to Apple TV.
Related: Here’s Where to Watch Charlie Brown’s Holiday Specials This Year
The studio says this is their “vibrant new identity” pic.twitter.com/UhVWeY7ncU
— DiscussingFilm (@DiscussingFilm) October 13, 2025
Variety noted that this “marks the first name change for the platform, while its competitors, including HBO Max and Paramount+, have undergone a couple rounds of switches (and some changing back).”
The name-changes aren’t always permanent, though. HBO recently walked back their decision to call their streamer simply “Max,” returning it to the original HBO Max after two years.
“With the course we are on and strong momentum we are enjoying, we believe HBO Max far better represents our current consumer proposition,” content head Casey Bloys said at an upfront event announcing the change.
Some are wondering if this name-change means Apple is going to start working harder to dominate the streaming world. Earlier this year, it was revealed that Apple TV is not profitable; in fact, the streamer is losing more than $1 billion, according to an anonymously sourced report from The Information.
“The tech giant is spending around $4.5 billion on content annually, down from $5 billion in past years, according to the article,” Variety reported, adding that representatives for Apple did not respond to requests for a comment on the report.
Apple’s Services SVP Eddy Cue recently appeared on podcast THE TOWN, where he discussed the platform’s success rate.
When asked if the rumored subscriber number of 45 million was correct, Cue answered that the number was “significantly more than that.”
“Look, it’s a lot harder than it looks,” he said, referring to Apple TV’s lack of legacy content in their library. Instead, the streamer has built a subscription base largely from their original shows and movies.
Cue added, “I didn’t forecast being out of production for a year and a half, I didn’t forecast a nine-month strike from that standpoint, so we were a little further behind than where I’d like to be. But where we are today is great.”
Apple is usually pretty private about their business dealings in the streaming world, so it’s no surprise the decision to drop the plus sign from their logo was announced with little fanfare.
Read Next: Peanuts Find Home on This Streamer Until 2030
Questions or comments? Please write to us here.
– Content: +4Share:
– Content: +1