Apple renames Apple TV+: Why the change is confusing users

Apple has removed the “Plus” from its streaming brand — Apple TV+ is now simply “Apple TV.” The change has left many users scratching their heads because the name now overlaps with Apple’s Apple TV app and the Apple TV hardware box.

The rename may be part of a brand consolidation strategy, but it introduces practical confusion: users may not know whether references to “Apple TV” mean the subscription service, the free app, or the physical set-top box.

• Streaming service (formerly Apple TV+): subscription fee commonly reported at around €9.99/month.
• Apple TV hardware: recent Apple TV models retail around €169 (price varies by model and region).
• Apple TV app: the app itself is free and available across Apple devices and many smart TVs.

Industry observers say this kind of renaming can simplify branding at a corporate level but can also increase short-term customer confusion — especially when a single name covers multiple products and services with different pricing models.

For reference, you can view Apple’s information pages here: Apple TV app and Apple TV+ (archived info and service details).

Quick take: The rename is a small corporate branding move that could have outsized effects on user understanding. Pricing and product references should be clarified in marketing and support channels to avoid mix-ups.

Discussion: Do you find the new naming clearer or more confusing? How should Apple communicate this to avoid misunderstandings?