Apple TV+ ceases to exist. Apple’s streaming platform is now officially known as ‘Apple TV.’ Here’s why this is a timely and appropriate change.
## ‘Apple TV’: The title everyone is already familiar with and uses
Apple TV+ debuted while numerous services were adopting the ‘plus’ trend. It created some confusion as well. Apple TV+ was housed within the Apple TV app, which also contained content from various other streaming services. One could argue that the situation has become even more perplexing now, given that Apple continues to aggregate other streaming offerings in the Apple TV app—alongside providing digital sales and rentals that were previously labeled ‘iTunes’ but are now merely ‘Apple TV’ too.
Nonetheless, I believe the new ‘Apple TV’ branding is a smart decision. Over the past year, the Apple TV app has steadily increased its focus on Apple TV+ content. What was once a central place to explore TV shows and films from numerous streamers has become largely dominated by Apple TV+ titles. Thus, aligning the service’s name with that of the Apple TV app is sensible.
More critically, ‘Apple TV’ is a name that everyone is already acquainted with and uses. I’m unsure if I’ve ever heard anyone in conversation say the full “Apple TV+” designation. Instead, the common phrase is simply, “Apple TV.” “What platform is it available on? It’s on Apple TV.” The plus never really resonated in everyday speech. It’s primarily found in written formats, rather than spoken. And even in writing, branding lacks consistency. Why? Because some publications refer to it as ‘Apple TV Plus’ while others stick with the official ‘Apple TV+’ title.
Now, it can just be referred to as ‘Apple TV’ universally. That’s a wise choice. The timing couldn’t be better.
## Apple TV launches just in time for new Apple TV 4K hardware
Perhaps as soon as this week, Apple is anticipated to unveil new Apple TV 4K hardware. Will the company retain the name Apple TV 4K, or will it adopt a new one? That remains unclear. Personally, I suspect the name will stay the same. The hardware is specialized enough, and the ‘4K’ label is unique enough, that most individuals won’t be confused.
However, the timing is still crucial because this hardware introduction will provide substantial visibility for the new Apple TV branding. Product launches typically attract significant media and consumer attention. And Apple TV hardware isn’t released frequently. The current Apple TV 4K first appeared three years ago in 2022. But now, that lengthy wait for new hardware coincides perfectly with Apple preparing to unveil its new streaming service branding.
Interestingly, even though ‘Apple TV’ is now the official title replacing Apple TV+, Apple has yet to implement this change in many key areas. The Apple TV app and Apple’s website, for instance, still display ‘Apple TV+’ prominently.
I wonder if Apple is planning a synchronized unveiling of the new Apple TV branding alongside its new Apple TV 4K product launch. The buzz generated by a new product launch would create the ideal opportunity for Apple to completely implement its new ‘Apple TV’ name everywhere, presenting consumers with a cohesive new Apple TV brand.
What are your thoughts on the Apple TV rebranding? Share your opinions in the comments.
Apple TV is offered at $12.99 per month and showcases popular TV shows and movies like Ted Lasso, Severance, The Morning Show, Silo, and Shrinking.
