Apple is making a surprising branding move - officially dropping the "Plus." The company has rebranded its six-year-old streaming platform Apple TV+ to simply Apple TV, unifying the name across its ecosystem under a single, streamlined identity.
The change was quietly revealed on Monday through a company press release announcing the streaming debut of its high-profile racing drama F1: The Movie. In the statement, Apple noted, "Apple TV+ is now simply Apple TV, with a vibrant new identity."
The rebranding comes nearly six years after Apple's paid streaming service debuted in November 2019. At launch, Apple TV+ entered a crowded market of subscription streamers, vying for attention amid heavyweights like Netflix, Disney+, Amazon Prime Video, HBO Max, and Paramount+. Its initial lineup, including The Morning Show starring Jennifer Aniston and Reese Witherspoon, showed Apple's intent to compete with prestige-driven original programming rather than an expansive content library.
Since its launch, Apple's streaming division has quickly become a critical darling. Apple TV's original films, documentaries, and series have collectively earned 553 wins and 2,562 award nominations to date - an impressive haul for a relatively young platform. Notably, Apple became the first streaming service to win the Oscar for Best Picture with CODA in 2022, solidifying its reputation as a major player in Hollywood.
Its lineup of acclaimed titles includes the Emmy-winning comedy Ted Lasso, the workplace thriller Severance, and the hit ensemble drama The Morning Show, which remains one of its flagship series. Other standout originals include Slow Horses, Presumed Innocent, Shrinking, Foundation, Pachinko, For All Mankind, Palm Royale, Chief of War, Invasion, Acapulco, See, and Dickinson.