Apple TV Plus is officially being rebranded, and the new name is simply “Apple TV.” This change marks a significant shift in how the streaming service presents itself to its audience. Since launching in 2019, Apple TV has worked hard to establish its reputation as a platform for high-quality, A-list television shows. Titles like Severance and Ted Lasso have become some of the most talked-about series in recent years.
The rebrand was quietly announced earlier this week, with Apple stating that “Apple TV+ is now simply Apple TV, with a vibrant new identity.” However, there was no official explanation provided for the decision. This move is not unique to Apple, as other platforms have also undergone similar transformations. For example, HBO Max went through several iterations before returning to its original name, while UK channels like Channel 5 and Dave have also changed their names over the years.
Apple’s latest change has left some users confused, especially since the new name overlaps with their physical TV and streaming box (the Apple TV 4K). The lack of clarity around the rebrand has sparked a range of reactions from users on social media.
Some users found the change amusing. One Twitter user, Scott Bryan, joked, “Cannot wait to watch apple tv on my apple tv on my apple tv.” Others expressed confusion, such as Aaron Zollo, who wrote, “Well, that’s not confusing at all…” Another user, Skyler M, commented, “Apple TV which is not Apple TV the streaming box but Apple TV the streaming service which you can get on the Apple TV box but also on other machines and smart TVs. But on the other hand, a plus is gone, that’s nice.”
The rebrand has also drawn comparisons to other streaming services that have struggled with complex branding. Evan DeSimone noted, “HBO-HBO Max-Max-HBO levels of convoluted brand architecture.” Meanwhile, Val pointed out, “I think most people will not notice that anything changed.” Some users, like Rae, joked, “Let’s delete the + and call it a VIBRANT rebrand.” Others, like Amy Van Gar, quipped, “This is so Channel 5/Channel Five/Five/5 coded.”
On Reddit, one user, Winners_Blues, teased, “Apple making it sound like Apple TV just got divorced and is starting a new chapter in life.”
Three Apple TV Shows You Should Watch Now
Slow Horses – Crime Thriller
Slow Horses season five is a triumph. Tom Percival, Deputy TV Editor, said, “I can’t think of a thing I didn’t like about it. The cast is brilliant, the story’s engaging, and the dialogue sharper than ever.”
Read Tom Percival’s full review here. Seasons one to four are now streaming, and season five is currently airing weekly.
The Buccaneers – Period Drama
The Buccaneers balances light-hearted and serious tones perfectly, making it a delightful and gripping watch. Asyia Iftikhar, Senior TV Reporter, wrote, “It gets the balance right, which makes for a delightful and gripping watch that could be just your cup of tea.”
Read Asyia Iftikhar’s full review here. Seasons one and two are now available on Apple TV.
The Studio – Comedy
The Studio combines elements of The Bear and Call My Agent. Ruth Lawes described it as “a stressful, engaging workplace drama but with the comedy (because, to be clear, despite what the Golden Globes says, The Bear is not a comedy) and delectable A-list cameos of Call My Agent.”
Read Ruth Lawes’ full review here.
Despite the confusion, some users believe there is logic behind the new look. Andrew Keck noted, “To be fair, I don’t know anyone who doesn’t already simply call it Apple TV. Nobody says the plus part. Just like everyone kept saying HBO Max. The actual users knew the better names for the services, the companies simply finally caught up.”
Joeyat added on Reddit, “If they are putting the same name on the hardware device, the subscription, and the streaming service, it’s actually going to make it a lot simpler for a lot of people.”
Looking ahead, Apple TV has an exciting lineup of releases this winter, including Emma Thompson and Ruth Wilson’s crime drama Down Cemetery Road, Vince Gilligan’s show Pluribus, and Jessica Chastain in a conspiracy thriller, The Savant.
Got a story? If you’ve got a celebrity story, video, or pictures, get in touch with the co.uk entertainment team by emailing us at [email protected], calling 020 3615 2145, or visiting our Submit Stuff page—we’d love to hear from you.
Comment now
Comments
Add as a Preferred Source on Google
Add as preferred source
Want to get bespoke updates on the TV shows you love? Sign up to *’s TV newsletters and tell us which ones you can’t get enough of.
