Apple’s streaming service will be simply known as Apple TV, axing the now ubiquitous ‘plus’ that adorns various streaming services.
- The Apple TV streaming service will share the same name as its streaming device.
Apple has confirmed a rebranding of its streaming platform, dropping the “+” from its original name, Apple TV+. The announcement was made in conjunction with promotional materials for the upcoming feature film F1 The Movie, which will debut on the service on 12 December.
Originally launched as Apple TV+ to distinguish the streaming service from the company’s hardware product, the streamer now just wants to be called Apple TV. Despite the change, the official website continues to display references to the previous branding.
The naming of Apple’s streaming device as Apple TV was itself a workaround. The most logical name for a TV service from the company that brought us the iPhone, iPad and iPod would have been iTV. But that name’s taken…
The removal of the “+” moves Apple away from the broader industry trend of adding a plus to everything. Apple TV+ first launched in the USA in November 2019, the same month that Disney launched its plus-branded streamer stateside. Paramount+ and Discovery+ followed in subsequent years. In a notable contrast, ITV reportedly opted to rotate the plus symbol by 45 degrees—creating an “X”.
While the rebranding drew attention, it overshadowed the primary focus of the announcement. Incidentally, F1 The Movie, starring Brad Pitt, will stream on Apple TV from 12th December.
Ahead of its global streaming debut on Apple TV, the film continues to be available for purchase on participating digital platforms, including the Apple TV app (i.e. the other Apple TV without a plus), Amazon Prime Video, Fandango at Home and more.
By: Marc Thornham | Image: Apple