Apple TV+ Rebrands as ‘Apple TV’

In yet another confusing tech name change, the streaming service Apple TV+ is now just “Apple TV.” This news was first spotted by MacRumors.

The announcement was slid into the bottom of today’s news release about the premiere date for the Brad Pitt racing movie “F1.” The movie will be available on Apple TV on Dec. 12.

Apple TV+ is now simply Apple TV, with a vibrant new identity.

Checking the app today, I don’t notice anything particularly vibrant, but that’s a nice line. The app also still features “Apple TV+” branding across multiple tiles, so the change doesn’t seem to have rippled throughout the ecosystem yet.

Land of Confusion

Apple’s decision will end up confusing people because the company literally sells a physical device called an Apple TV. But the now-named Apple TV app is available across many devices, including smart TVs from Samsung, LG, Sony, VIZIO, TCL and others, Roku and Amazon Fire TV devices, Chromecast with Google TV, PlayStation and Xbox gaming consoles.

So you can use an Apple TV to watch many apps. Or you can use many devices to watch the Apple TV app.

The name change is the latest for an industry that has always struggled with branding. My favorite live TV streaming service was PlayStation Vue, but its unfortunate name led many people to believe you needed a PlayStation to watch it. ESPN is now a linear TV channel and an app. HBO Max switched its name to Max before realizing what a terrible name that was and switching back.

Hulu is often confusing to people because the name can refer to an on-demand service, a live TV service, and a tile within Disney+. Coming next year, the standalone Hulu will fold into Disney+, but you will still be able to get a live TV version of Hulu.

Famously, Netflix said it was going to change the name of its DVD-by-mail service to Qwikster, with the Netflix name only applied to the streaming operation. That goof lasted just 3 months before Netflix abandoned the plan.

The Apple TV (streaming) name may make more sense if Apple will stop making its namesake hardware. Time will tell if that’s the next step.