Now known as Apple TV, the streamer behind "The Morning Show" and "Severance" is taking a tack from the ever-evolving HBO Max.

In another instance of a streaming service rebranding through removing or adding a tiny thing, Apple TV+ has dropped the plus.

Following Apple's one-line announcement earlier today that Apple TV+ is being rebranded as simply Apple TV with a "vibrant new

Apple TV+ is undergoing a makeover. The streamer has dropped the plus sign and is now simply Apple TV, “with a vibrant new identity.” The news was quietly revealed in its press release announcing the F1: The Movie streaming date with no additional details.

It’s been an interesting few months in the realm of streaming service branding. Warner Bros. Discovery reverted Max back to HBO Max after a baffling decision to trim the name in the first place. Disney made Hulu the "global general entertainment brand" on Disney+ when it rebranded the Star hub on the service.

The change is likely to cause some confusion, given that the new name is already used by the Apple TV app that allows users to buy or rent movies, and hardware like the Apple TV 4K. Even the wording on Apple’s own announcement highlights the muddled branding,

The highest grossing MPA movie of the year, Apple Original Film’s F1 is getting an Apple TV global streaming date of Friday, Dec. 12. Not only is the movie the highest grossing original 2025 to date,

On the plus side, it’s shorter…? Apple on Monday quietly rebranded its streaming service. In a press release announcing its streaming plans for the summer blockbuster F1: The Movie, the tech giant dropped the “+.