AppleTV+ drops plus sign, becomes Apple TV in rebrand

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• USA TODAY and Yahoo may earn commission from links in this article. Pricing and availability subject to change.AppleTV+ drops plus sign, becomes Apple TV in rebrand</p>

<p>Amaris Encinas, USA TODAY October 15, 2025 at 3:10 AM</p>

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<p>Apple TV+ is dropping the plus sign for good.</p>

<p>On Monday, Oct. 13, the streaming giant quietly revealed that "Apple TV+ is now simple Apple TV, with a vibrant new identity" in its announcement about the premiere date for "F1 The Movie" starring Brad Pitt. No word as to when the new moniker would go into effect.</p>

<p>The company has joined the ranks of other well-known companies, including Cracker Barrel, MSNBC and HBO Max which have unveiled revamped logos or imagery in the last year.</p>

<p>Representatives for Apple TV did not immediately respond to USA TODAY's inquiry about what inspired the decision or whether it would in any way affect current Apple TV subscribers.</p>

<p>The Apple TV+ logo is the backdrop for red carpet arrivals of "The Last Days of Ptolemy Grey" premiere on March 7, 2022.Will the name change affect current Apple TV+ subscribers?</p>

<p>While it's not immediately clear what will come of the rebrand, it's unlikely (but possible) that current Apple TV subscribers will be affected by the change.</p>

<p>When HBO Max rebranded as Max for the first time, users had to download a new app. The second time, the company promised users the app would change all on its own.</p>

<p>Any price change?</p>

<p>Apple TV+, known for hit series like "Severance," "Ted Lasso," and "The Morning Show," raised its monthly subscription price by $3 starting August 21.</p>

<p>New U.S. subscribers are now paying $12.99 per month, up from $9.99, for the streaming service, according to a statement from Apple. For now, the annual subscription price will remain at $99.</p>

<p>Contributing: Kelly Lawler, USA TODAY</p>

<p>This article originally appeared on USA TODAY: Apple TV + is dropping the plus sign</p>

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