Apple TV+ is no more. Apple’s streaming service is now officially just ‘Apple TV.’ Here’s why I think this is the right move at the right time.
‘Apple TV’: The name everyone already knows and uses
Apple TV+ launched at a time when everyone was doing the ‘plus’ thing.
It was a bit confusing, too. Apple TV+ lived inside the Apple TV app, which also houses content from other streamers.
You could argue that things are even more confusing now, since Apple does still aggregate other streaming content in the Apple TV app—as well as offering digital sales and rentals that used to be called ‘iTunes’ but now are simply ‘Apple TV’ too.
But I think the new ‘Apple TV’ branding is the right move.
Over the past year, the Apple TV app has increasingly put more emphasis on Apple TV+ content already.
What used to be a hub for discovering TV shows and movies from a variety of streamers has now been largely flooded by Apple TV+ offerings. So changing the service to match the Apple TV app name makes sense.
More importantly though, ‘Apple TV’ is the name everyone already knows and uses anyways.
I’m not sure I’ve ever heard someone in the real world say the full “Apple TV+” name.
Instead, everyone says simply, “Apple TV.” “What service is it on? It’s on Apple TV.”
The plus never quite caught on in the real world. It’s mainly been used in written content, not spoken.
And even with written content, there’s a lack of clear branding. Why? Because some publications spell out ‘Apple TV Plus’ while others use the official ‘Apple TV+’ title.
Now, it can just be ‘Apple TV’ everywhere. That’s a good move.
And the timing couldn’t be better.
Apple TV arrives just in time for new Apple TV 4K hardware
Possibly as early as this week, Apple is expected to launch new Apple TV 4K hardware.
Will the company still call it Apple TV 4K, or give it a new name? We don’t know.
Personally, I’m guessing the name won’t change.
The hardware is niche enough, and the ‘4K’ branding distinct enough, that most people won’t get confused.
However, the timing is still significant because this hardware launch will provide a big spotlight to shine on the new Apple TV branding.
Product launches always get a ton of attention from the media and consumers. And Apple TV hardware doesn’t come around all the time. The current Apple TV 4K debuted three years ago in 2022.
But now, that long wait for new hardware aligns perfectly with Apple getting to roll out its new streaming service branding.
Interestingly, despite ‘Apple TV’ now being the official name that replaces Apple TV+, Apple has yet to make the change in some very important places.
The Apple TV app and Apple’s website, for example, still use ‘Apple TV+’ everywhere.
I wonder if Apple might be planning a coordinated rollout of the new Apple TV branding (with “vibrant” new logo) alongside its new Apple TV 4K product launch.
The attention garnered by a new product launch will provide the perfect opportunity for Apple to fully roll out its new ‘Apple TV’ name everywhere, and show consumers a unified new Apple TV brand.
What do you think of the Apple TV rebrand? Let us know in the comments.
Apple TV is available for $12.99 per month and features hit TV shows and movies like Ted Lasso, Severance, The Morning Show, Silo, and Shrinking.
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