Goodbye Plus Hello Drama: Apple TV Just Dropped the “+” Like a Bad Sequel

In a move that feels long overdue Apple has officially decided to kill the “plus” in Apple TV+ slimming down the name to the much cleaner and catchier Apple TV. The announcement came subtly through a press release about the upcoming Formula One feature F1 The Movie but make no mistake this is a major branding shift for one of streaming’s most premium players.

Let’s be honest most people were already calling it Apple TV. The “plus” always felt like an afterthought or a half-hearted attempt to keep up with Disney Plus Paramount Plus and the whole plus-sized streaming trend. But as it turns out simplicity is the new premium. Apple seems to have realized that less really is more especially when your platform is already synonymous with high-quality content and sleek design.

According to Apple the new identity reflects a more “vibrant and streamlined” brand. Translation they are tired of the confusion between the Apple TV app the Apple TV device and Apple TV+ and really who could blame them? Trying to explain the difference was like walking someone through the plot of Severance without a flowchart.

The rollout of the new branding is expected to happen gradually so do not be surprised if you still see a “plus” lingering in your app store for a bit. But the intent is clear Apple is ditching the trend and doubling down on its own brand power.

While some may see this as just a cosmetic update it could signal more changes to come. A revamped UI a fresh logo or even new content strategies might not be far behind. Apple is playing the long game here positioning itself as the elegant alternative in a crowded market of cluttered names and chaotic interfaces.

So goodbye plus we will not miss you. And Apple welcome to your rebrand era. You have finally caught up with what everyone was calling you anyway.

What do you think of the change? Love it hate it or didn’t even notice? Drop your hot takes and stay tuned for more streaming shakeups.