Spot the Difference: Apple's TV Streaming Service Gets Renamed
Apple's TV streaming service has a new name, but unless you've been combing through press pages, you probably haven't noticed. And even then you may have missed it.
Apple quietly dropped the "+" from Apple TV+ earlier this month, and has renamed the service to just Apple TV. The change appeared in a brief announcement about "F1: The Movie," and the first signs of a "vibrant new identity" have started rolling out in the iOS 26.1 beta, where the app icon now sports a glasslike multicolor finish instead of its previous gray look.
The rebrand has also appeared on press pages for the Apple TV service, but the change has yet to come to Apple's consumer-focused pages.
Services chief Eddy Cue says the rebrand reflects how people already talked about the service. "We all called it Apple TV and we said, given where we are today, it's a great time to do it," he told The Town podcast.
The name now matches the Apple TV app and sits uncomfortably close to the company's Apple TV 4K set-top box, but Cue apparently doesn't see that being a source of confusion. Whether customers agree remains to be seen.
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