Without much fanfare, Apple has decided to retire the sign “Plus” of its Apple TV+ service and adopt the more straightforward name Apple TV. This move, already visible in promotional materials and some trailers, seeks to reduce the confusion caused by the coexistence of the service, the app, and the device under very similar names.
The company's Head of Services, Eddy Cue, explained in The Town podcast that the decision is a response to a brand simplification and coherence with the rest of the ecosystem. According to Cue, the platform is doing "well" after a complicated period due to the pandemic and the writers' strike, and the subscriber base is said to be above the figures of 40–45 million that have circulated in the media.
Reasons and context for the change
At Apple they maintain that the “+” sign is used when there is a free version and a paid version (like iCloud+ or News+). In the case of television, the basic name “Apple TV” was already ingrained in the public, so removing the “Plus” brings the brand closer to the way people use it In day to day.
The coexistence of the name with the Apple TV device and achieving the Apple TV app This has been a source of misunderstanding, but the company maintains that it shouldn't be a problem. There were already signs of this transition last year: the app began to give more weight to original content of the house already reducing the presence of third-party catalogs, something that is reinforced with the new name.
What changes for users?
For subscribers, there are no fundamental changes to the experience: the service remains available on the app. Apple TV and on the web tv.apple.com, with support for iPhone, iPad, and Apple Vision Pro, Mac, TVs from brands like Samsung, LG, Sony or TCL, Roku devices and Amazon Fire TV, Chromecast with Google TV, and PlayStation and Xbox consoles.
As for prices and promotions, Apple maintains the monthly subscription with differences by country: they have been cited $12,99 in the US y 170 pesos in Mexico, plus a seven-day free trial for new users. The promotion also continues three months free of charge when you activate certain new brand devices for a limited time.
Content strategy and reputation
Since its launch in 2019, the platform has opted for less quantity and more quality, with series such as The Morning Show, For All Mankind, See, Servant or Dickinson. This editorial line has earned it a presence in awards seasons and a differentiated profile in a saturated market.
Among the recent titles recommended by critics and the public, the following stand out: Chemistry lessons, starring Brie Larson and based on the novel by Bonnie Garmus. Set in the 60s, it follows a scientist who challenges a deeply sexist environment and ends up hosting a successful television cooking show.
F1: The Movie, showcase of the new label
The rebranding coincided with the promotion of F1: The Movie, starring Brad Pitt and directed by Joseph Kosinski. The promotional material already shows the logo without the “+,” and the film has arrival date to service on December 12, after its run in theaters.
The production managed to reach number one at the box office upon its theatrical release and surpassed the 600 million dollars of global collection according to the figures released, becoming an ideal advertising lever for the new identity from AppleTV.
Will there be any new hardware?
There has been speculation that Apple is preparing a new generation of Apple TV 4KThere is no official confirmation on devices, but the proximity of the rebranding to the hardware cycle fuels the idea of unifying name, interface and product under the same umbrella.
Although some reports see it as hasty to link the name change to immediate launches, the repositioning would facilitate a joint presentation of renewed logo and global deployment when that hardware arrives.
Deployment and recurring doubts
In certain markets, such as Spain, you can still see the “+” en local versions of the interface, a sign that the migration is underway. The unique name “Apple TV” might require context in everyday conversations to distinguish between app, device and streaming service, a point that analysts have pointed out as a potential source of confusion.
Apple, for its part, insists that the coexistence of denominations should not be an obstacle and that the actual use of users already pointed to that base name. The company also reinforces the visibility of its original productions within the app to clarify what belongs to its own catalog.
The movement is designed to clear the identity of the platform and give it a name consistent with the rest of the ecosystem. The catalog, promotions, and cross-platform availability remain, while the new name is supported by high-profile releases such as F1 for install the brand in the mind of the user without the “Plus”.
