For most, Apple TV’s name change isn’t a change at all

Apple TV+ is now plain-old Apple TV, Apple told us yesterday. Confusing? Not for most. Indeed, Apple TV+’s dropping of the “+” was as inevitable as Max getting the “HBO” back.

First, the news: In its announcement that the Brad Pitt blockbuster F1: The Movie will make its debut on Apple TV+ in December, Apple casually noted that as of now, Apple TV+ isn’t Apple TV+ anymore. 

“Apple TV+ is now simply Apple TV, with a vibrant new identity,” Apple’s press release reads. What’s the new identity, you ask? Aside from a new and multicolor Apple TV logo, that’s hard to say. 

Those of us who follow the streaming industry greeted the news with furrowed brows. So Apple TV the streaming service is now on Apple TV, the streaming box? Isn’t that kind of confusing? Yes, the Apple TV streaming player is officially known as “Apple TV 4K,” but still. 

Well, it’s details like the “+” and the “4K” that cause headaches when it comes to clear and consistent branding, and the truth is most folks haven’t bothered with the “plus” for a long time. Severance, The Studio, The Morning Show, Ted Lasso—those are all Apple TV shows, according to everyday streamers. 

Sometimes, simplicity and familiarity are best. Take HBO Max, which went through a three-year-old rebranding drama that saw the service renamed as “Max,” a change that was mainly driven by the now-unraveling alliance between the former WarnerMedia and Discovery. 

Warner Bros. Discovery likely spent a fortune trying to get the Max branding to stick, but most subscribers just kept calling it HBO Max. Finally, the entertainment giant stopped swimming against the tide and restored the old name. 

Same goes with Paramount, which yanked the “Showtime” branding from its Paramount+ streaming tiers back in June. Starting in 2022 with Paramount’s plan to blend Showtime content into its Paramount+ service, the streaming had a number of different “with Showtime” tiers, leading to confusion and some very ungainly streaming plan names.  

Ultimately, Paramount relented, ditching the “Showtime” branding for the streaming version of Paramount+ (there’s still a linear Paramount+ with Showtime channel). Now it’s just Paramount+ Essential and Paramount+ Premium, which (incidentally) both include Showtime shows. Again, it’s a change that only the suits and industry watchers cared about. 

So yes, Apple TV+ is now just Apple TV, although for most it’s always been Apple TV. But what about Apple TV—you know, the streaming box? 

Well, there’s an interesting theory making the rounds that a new—and renamed—Apple TV will clear up any lingering confusion. The Apple TV Max, maybe? Apple TV Pro? Or maybe a name that ditches the “TV” altogether, like the Apple Streamer or the Apple Hub (a smart home hub plus video streamer). 

It’s not clear exactly when a new Apple TV—or a new Apple Streaming Whatever—will arrive (it’s reportedly coming soonish, if not this week), but when it does, the whole “Apple TV+ is now Apple TV” issue might become moot. 

Author: Ben Patterson, Senior Writer, TechHive