Apple has renamed its streaming service. Apple TV+ will now simply be Apple TV. The announcement came as a surprise and is causing controversy in the tech and media world. The new name merges the hardware, app, and streaming service under a single name.
The news of the renaming wasn't made a big deal, but rather casually released in a press release —in connection with the upcoming film "F1: The Movie," which will be streamed for the first time on December 12. At the very end of the announcement is a short sentence:
Apple TV+ is now simply called Apple TV and has a new, vibrant identity.
No further information was provided. The official website hasn't yet revealed any signs of the new identity. The logo and branding don't yet show any visible changes. Nevertheless, Apple's choice of words suggests that more than just a name change is planned.
Apple TV becomes the central brand
Apple TV is already available on an impressive number of devices and platforms. The streaming service runs via the Apple TV app in more than 100 countries and regions and, according to Apple, reaches over a billion screens worldwide. Apple TV can be used on iPhone, iPad, Mac, Apple Vision Pro, and, of course, on Apple TV devices.
Apple TV is also available on smart TVs from Samsung, LG, Sony, VIZIO, TCL, and other manufacturers. The service can also be streamed on Roku and Amazon Fire TV devices, Chromecast with Google TV, PlayStation and Xbox consoles, and in the browser at tv.apple.com. The subscription costs €9.99 per month and offers a seven-day free trial for new users.
Anyone who purchases and activates a new iPhone, iPad, Mac, or Apple TV device also receives three months of Apple TV free. This continues Apple's established model of tying its services to the purchase of new hardware.
Still unclear: What is behind the “new identity”?
In the press release, Apple says that Apple TV now has a "cool new identity." What this will look like remains unclear. There's no sign of the new branding on Apple's website or in the Apple TV app yet. A visual or structural overhaul of the app and user interface may follow to more clearly emphasize the new name.
It's interesting that Apple is taking this step now. Previously, not only the streaming service was called "Apple TV+," but also the set-top box and the app itself were known as "Apple TV." This repeatedly led to confusion, as many users weren't sure whether they were referring to the hardware, the app, or the streaming service.
By standardizing the name, Apple is likely trying to position the Apple TV brand as an umbrella brand for all entertainment offerings – that is, as a central platform for films, series, and TV content, regardless of the device.
Strategic reasons and possible confusion
Exactly why Apple made this name change is unknown. No official reason was given. Strategically, it could be about strengthening the Apple TV brand and placing it more prominently – similar to Apple Music or Apple Arcade, both of which also do without a suffix or extension.
Nevertheless, there's a risk that the decision will only increase existing confusion. After all, there's now an Apple TV device, an Apple TV app, and the Apple TV streaming service, all bearing the same name. For tech-savvy users, the distinction is clear, but for others, it's less so.
It remains to be seen whether Apple will resolve this with a new design or a clearer structure within the app. It's also possible that Apple will build a comprehensive platform in the long term, where content, hardware, and services are even more closely linked.
Apple TV enters a new era
By renaming Apple TV+ to Apple TV, Apple is setting the course for a new phase of its streaming strategy. The move may seem small on the surface, but it has great potential to transform the brand architecture.
Apple TV will thus become a unified brand that encompasses not just the streaming service, but the company's entire entertainment experience – from exclusive series and films to integration across virtually all devices.
What the "new identity" actually means will become clear in the coming weeks. With the release of "F1: The Movie" on December 12th, it should become clear how Apple will implement its new brand strategy in detail. (Image: Apple)
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