# The Argument for a Brand Revitalization: How Apple TV+ Can Flourish Like Beats
Recently, Apple TV+ has attracted considerable interest, especially with popular series such as *Ted Lasso* and *Severance*. However, despite this success, the streaming platform has faced challenges in gaining widespread acknowledgment since its debut over five years ago. To maximize its potential, a thorough brand revitalization might be essential—one that takes cues from Apple’s flourishing Beats brand.
## Beats: A Blueprint for Brand Autonomy
Purchasing Beats for $3 billion in 2014, Apple has allowed it to prosper as an independent brand within its ecosystem. While the acquisition was significantly motivated by Beats Music, which paved the way for Apple Music, Beats has preserved its identity by providing headphones, speakers, and streaming services appealing to a diverse audience, including both iPhone and Android users.
This autonomy has enabled Beats to develop a distinctive brand persona, unhindered by the complexities and controversies that frequently linger around Apple. Consumers can value Beats for its products without linking them to broader corporate issues like antitrust debates or privacy concerns.
## The Branding Hurdles of Apple TV+
In contrast, Apple TV+ encounters notable branding challenges. Many users find it hard to distinguish between Apple TV+, the Apple TV app, and the Apple TV 4K device. This ambiguity can dissuade potential subscribers who might not fully grasp what Apple TV+ provides.
The title “Apple TV+” suggests exclusivity to Apple consumers, which isn’t entirely true. Although the service is available on various smart TVs, the absence of an Android app further alienates a considerable segment of potential viewers. Additionally, the negative associations surrounding Apple can undermine the perception of Apple TV+, complicating its journey to form its own identity.
## A Suggested Revitalization for Apple TV+
Consider a scenario where Apple TV+ adopts a catchy, neutral name that distinguishes it from the Apple brand. This new identity could introduce its own logo, color palette, and independent app—potentially adding an Android version. Such a rebranding could tackle several fundamental issues:
1. **Purpose Clarity**: The service would be distinctly recognized as a **streaming platform**, not merely a content aggregator.
2. **Inclusivity**: The newly branded service would be promoted as **available to all**, not exclusively for Apple users.
3. **Independent Image**: The revised brand could cultivate its own identity, liberated from the weight of Apple’s corporate persona, allowing it to be viewed as innovative and enjoyable.
With a renewed identity, Apple TV+ could finally gain the acknowledgment it merits for its high-quality content, including *The Morning Show*, *Silo*, and *Shrinking*.
## Utilizing Apple’s Advantages
While rebranding would afford Apple TV+ the autonomy it requires, Apple can still harness its strengths to bolster the new service. This might involve bundling the streaming platform with Apple One subscriptions, pre-installing the app on all Apple devices, and allocating resources for marketing efforts to promote the new brand.
By granting Apple TV+ the ability to function independently, Apple could cultivate an environment where the streaming service can flourish, akin to the success achieved with Beats.
## Conclusion
A brand revitalization for Apple TV+ could be crucial for unearthing its complete potential in the competitive streaming arena. By following a path similar to Beats, Apple can establish a distinct identity for its streaming service that appeals to a wider audience. As the media landscape continues to change, it is vital for Apple TV+ to adjust and redefine itself to capture the interest and loyalty of viewers everywhere.
Do you think Apple TV+ could gain from a brand revitalization? Share your views in the comments below.
Apple TV+ is available now for $9.99 per month and boasts critically acclaimed shows like *Ted Lasso*, *Severance*, *The Morning Show*, *Silo*, and *Shrinking*.
