Apple drops the Plus, streaming service is now just Apple TV

Apple has officially rebranded its streaming service, dropping the plus from Apple TV+, and renaming it simply Apple TV.

Service, app, and set-top box have same names now

The company revealed the change by burying the announcement within a press release for the upcoming F1: The Movie, which is set to hit the OTT platform on December 12, 2025.

According to the statement, the service now has a “vibrant new identity”. For now, that new identity seems to be a work in progress, as Apple’s own website and press portal are still sporting the old logo and name.

This move may lead to some confusion. The name Apple TV now refers to the streaming service, the Apple TV app used for renting and buying content, and the physical Apple TV 4K set-top box.

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The company’s own announcement perfectly captured the potential muddle, noting that the new F1 film will have its “global streaming debut on Apple TV” and that “Apple TV is available on the Apple TV app” on devices like the Apple TV.

While the full details of the “vibrant new identity” remain a mystery, we have seen one clue. A new, more colourful icon for the Apple TV app has already appeared in the iOS 26.1 beta 3. This suggests a visual refresh is indeed on the way to help distinguish the overlapping products.

Apple’s streaming platform is home to a growing library of original content and is accessible on over a billion screens. You can find it on everything from iPhones and Macs to smart TVs, and gaming consoles.

A subscription runs Rs 99 per month, though the company continues to offer a generous three-month free trial for anyone who purchases a new Apple device.