Apple announced that its in-house streaming platform Apple TV+ will now be called Apple TV. The rebrand is effective immediately and was hidden inside a press release for the streaming release of F1: The Movie.
The move sparks some confusion as Apple TV will now be used for the streaming service, the app that you stream from and the Apple TV 4K set-top-box device, which Apple still sells.
The trio of Apple TV products
Apple TV+ is now simply Apple TV, with a vibrant new identity. 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, Amazon Prime Video, Fandango at Home and more.
Interestingly enough, the naming change is not yet reflected on the Apple TV landing page, which still has the plus moniker.
Updated Apple TV app icon
Apple did, however, launch its new Apple TV app icon in iOS 26.1 beta 3, which features colors inside the icon.
