Apple TV+ Re-Brands to Apple TV!!

Apple TV+ is getting an out-of-nowhere naming shake-up. Tucked away in its press release announcing the December 12 streaming date for the Brad Pitt-led F1: The Movie earlier today, Apple included a line revealing that its streaming platform will now be known simply as Apple TV, “with a vibrant new identity.” The company’s website has yet to reflect the changes, but the new name was further included in its typical write-up at the bottom of the release about where to find the service and what it offers. At this time, it’s unknown how this new branding will affect the Apple TV hardware currently on offer.

When the tech brand first launched Apple TV+, its connected smart TV digital media player was already on the market, along with the TV app, hence the need for differentiation. The name change, then, could be just the first move among several involving its television offerings. As of writing, there’s been no indication of when the name could officially be swapped over on the site or the service itself. It is, notably, the first shift in branding for the service, joining competitors HBO Max and Paramount+, which have each shifted back and forth a few times in their existence. The blurb about the newly-named Apple TV streaming service in the F1 release reads:

“Apple TV is available on the Apple TV app in over 100 countries and regions, on over 1 billion screens, including iPhone, iPad, Apple TV, Apple Vision Pro, Mac, popular smart TVs from Samsung, LG, Sony, VIZIO, TCL and others, Roku and Amazon Fire TV devices, Chromecast with Google TV, PlayStation and Xbox gaming consoles, and at tv.apple.com, for $12.99 per month with a seven-day free trial for new subscribers. For a limited time, customers who purchase and activate a new iPhone, iPad, Apple TV or Mac can enjoy three months of Apple TV for free.”

What Does Apple TV’s “Vibrant New Identity” Mean?

Apple TV+‘s new branding comes just weeks after a hefty price hike from $9.99 a month to $12.99. At the time, the increase was justified by the company as necessary because of its “deep library” of shows and films, but it may also be a sign of things to come. It’s worth noting that Apple is currently the only major streaming service without an ad-supported plan of some form, and there’s been plenty of speculation that could change soon. A new plan could potentially be a part of the “vibrant new identity,” though that remains to be seen.

Over the past few years, Apple TV has done plenty of legwork establishing itself as the new home of prestige streaming shows, including critical darlings like Severance, Silo, The Morning Show, Ted Lasso, Foundation, Presumed Innocent, Slow Horses, and more. 2025 has been another year of highlights, too, with the release of the Emmy-winning The Studio, the sci-fi hit Murderbot, Jon Hamm‘s crime dramedy Your Friends & Neighbors, and Jason Momoa‘s historical epic Chief of War, among other things. On the feature side, the company as a whole has been behind the Best Picture-winning CODA, as well as Killers of the Flower Moon, Napoleon, Highest 2 Lowest, and, of course, F1. Between its documentaries, series, and films, Apple has accrued 553 wins and 2,562 award nominations to date since the launch of its streaming service.