In a surprising move, Apple has quietly rebranded its subscription video service, originally launched in 2019, simplifying its name to Apple TV. According to Screenrant, the platform contains some engaging and award-winning shows within its vast digital portfolio which include Severance, Ted Lasso and The Studio.This change comes at a time when the prices of similar platforms, like Apple TV, are fluctuating in an uncertain streaming era.

A streamer spoke with Screenrant about the platform rebranding and the direction they are heading in ,”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.”

Stated by Screenrant, the statement goes on to describe that despite the ambiguous naming convention, the streaming service has continued to gain critical acclaim and subscriber momentum. Currently, the price of a subscription of the service is 12.99 per month after a seven day trial, and annually for $99. The service also has discount options, such as the “student” plan, which starts at $5.99 a month. 

Reported by Screenrant, the plus symbol is a common implement within the television and streaming industry with many platforms using it, such as Disney+ and Paramount+. This isn’t the first time that a service had decided on a brand redesign,, as Hulu+ had recently done the same. This new plan may also introduce features to provide Apple viewers with a completely new experience.

While the full visual rollout of the vibrant new identity remains to be seen, this streamlined name suggests Apple is ready to simplify its message as it battles the streaming wars’ biggest players. As the streaming service continues to evolve, a new wave of series of various genres will surely follow and attract a new group of viewers.