So much for the "plus." Apple has decided to simplify the name of its platform and from now on its streaming service will be called Apple TV, leaving behind the Apple TV+ brand. The move comes with a sober tone, without fanfare, and with the promise of a “new vibrant identity” underway.
The company announced the turn in parallel with the announcement of the streaming premiere of F1: The Movie. The change, however, can generate a certain Confusion with the app and the Apple TV device, since they all share the same name.
What exactly changes
Essentially, the service works the same: subscription, catalog and compatibility do not vary. Apple maintains access across multiple screens and countries, with a plan offered by 12,99 dollars per month and a XNUMX-day free trial for new registrations, in addition to temporary promotions such as several months included when purchasing certain devices.
The rebranding rollout isn't instantaneous. At the time of the announcement, references to Apple TV + en tv.apple.com or on official pages, something that fits with a gradual deployment of the new identity over the next few hours or days.
The coexistence of names This is the delicate point: now “Apple TV” refers to the streaming service, the Apple TV app and the Apple TV device (the set-top box). Apple hasn't detailed any changes to the hardware, so the solution, for now, lies in the context of each use and clearer communication.
Regarding the promise of a “vibrant new identity,” the firm hasn’t provided any details. It’s reasonable to expect adjustments to logo, icon and design of the app and the web, as well as a more coherent visual line between services and products.
The catalog is not touched and the platform's history continues: productions such as Ted lasso, Severance o Fundación have boosted their prestige, with hundreds of awards and nominations to its credit (including the statuette for Best Picture for CODA).
Advertisement linked to F1: The Movie
Apple took advantage of the communication of the streaming debut of F1: The Movie, which will arrive on the platform on December 12, to slip in the name change almost as a side note. The film, directed by Joseph Kosinski and starring Brad Pitt along with Javier Bardem y damson idris, was filmed at real Grand Prix venues and features music by Hans Zimmer and the production of the champion Lewis Hamilton. After its success in theaters, surpassing 629 million dollars, its arrival on the platform is shaping up to be a perfect showcase for the new brand.
The reference to the rebranding appeared in the final section of the press release and some promotional materials already show the logo. without the “+”Beyond that, Apple hasn't provided any further details about the implementation or potential visual changes that will accompany the new identity.
Before the streaming premiere, the film is still available for digital purchase on participating platforms, including the Apple TV app. The service operates on More than 100 countries and in billions of screens, with support for iPhone, iPad, Mac, Apple TV, popular TVs and players, consoles, and the web.
Why remove the “Plus” and what does it mean?
The “Plus” tagline has become a wildcard in the industry (Disney+, Paramount+, Movistar Plus+), but it often generates noise and ambiguity in everyday life. Apple opts for a simplest name and aligned with actual usage: many people were already talking about just “Apple TV”.
The industry has been undergoing a string of brand changes for some time. Warner Bros. Discovery reversed the course of Max and recovered HBO Max, while Disney has reorganized its international offering by integrating Hulu as a section mark in its app. Apple's move is part of that rebranding generalized to gain clarity.
Looking ahead, we can expect more visual and tweaks. app updatesThere are also rumors of a bigger bet on Sports events on the platform; in the case of Formula 1 in the US, there are none for now official confirmation of new agreements.
For subscribers, day-to-day life hardly changes: accounts are maintained, histories and plans, as well as device compatibility. The difference will be the name and icon that will appear as the weather arrives update to each platform.
By abandoning the “+”, Apple seeks to simplify its proposal, unify identity and clear the way for whatever comes next; the streaming release of F1: The Movie It acts as the perfect platform to launch this new phase without altering the service that its users already know.
