When Apple launched its streaming service back in 2019, it was marked with a “+” at the end to differentiate it from the existing Apple TV app, which also offers content from third-party providers. However, Apple announced Monday that it is rebranding Apple TV+ to simply “Apple TV,” and the first signs of that rebranding can be seen in the latest beta version of iOS.
New logo and corporate identity for Apple TV
In the third beta version of iOS 26.1, which was released to developers on Monday, Apple introduced a new logo for the Apple TV and Apple TV+ apps. It's very similar to the old logo, but this time with colors and a liquid glass effect instead of simple white symbols.
The new logo can also be seen in some parts of the app to indicate that the film is part of Apple's streaming platform catalog. Of course, since we're talking about beta software, the old “Apple TV+” name can still be seen in some of the app's menus. It's also still present in the Entertainment tab on Apple's website.
Apple
The news came as a surprise this morning when Apple issued a press release announcing that “F1 The Movie” would be released I will start broadcasting on December 12. At the end of the press release, the company mentions that “Apple TV+ is now just Apple TV with a bold new personality.”
There are no further details on when the new ID will launch, but it is expected to happen in the coming weeks along with the public release of iOS 26.1.
What's behind the name change?
It's unclear why exactly Apple decided to remove the “+” from Apple TV. Honestly, it sounds a little awkward to tell someone that I'm watching Apple TV shows in the Apple TV app on Apple TV. Let's hope the new branding becomes clearer once Apple tells us the full story.
There's also a chance that the Apple TV+ brand could return at some point for a different purpose. There are rumors that Apple is considering launching different tiers for its streaming catalog, just like it does for other services. If true, TV+ could become the top-tier ad-free plan.
There are rumors that Apple announce new products in the coming days, including the M5 iPad Pro and M5 MacBook Pro and possibly the new Apple TV 4K. Perhaps along with these announcements we'll learn more about the new Apple TV branding.
