Apple has officially rebranded its streaming service, Apple TV+, dropping the “+” to now be known simply as Apple TV. The change was quietly announced in a press release for the upcoming streaming release of F1: The Movie and is effective immediately.
This rebrand creates a unique situation where Apple TV now refers to three different things: the streaming service, the app used to access content, and the Apple TV 4K set-top box still sold by Apple. While this could cause some initial confusion, Apple appears to be positioning the unified name as part of a broader effort to streamline its media ecosystem.
The updated Apple TV service will debut globally through the Apple TV app but content like F1: The Movie remains available for purchase on other digital platforms such as Amazon Prime Video, Fandango at Home, and the Apple TV app itself.
In addition to the name change, Apple has also refreshed the Apple TV app icon in iOS 26.1 beta 3, adding vibrant colours to give it a more modern and visually appealing look. However, the Apple TV landing page still shows the old “+” branding, suggesting that Apple may roll out website updates gradually.
This rebranding aligns Apple’s streaming identity across devices and services, signaling a more cohesive approach to its growing content ecosystem.
