Technology10/15/2025The Verge

Apple exec on Apple TV rebranding: ‘let’s just do it’

Apple exec on Apple TV rebranding: ‘let’s just do it’

Apple has rebranded its streaming service from "Apple TV Plus" to simply "Apple TV," according to Eddy Cue, the company's senior vice president of services. Cue stated that the decision was a collective one, as everyone was already referring to the service as "Apple TV." The "Plus" was originally included to distinguish the paid version from Apple's free services, but the company decided it was time to drop the "Plus" and unify the branding. Cue dismissed concerns that the rebrand might create confusion between the streaming service, Apple TV hardware, and the Apple TV app, stating that the hardware will continue to be called "Apple TV 4K" and the app will remain "Apple TV." The decision was made without the involvement of any consultants, Cue said.

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