Free tools Windows power users keep installed
One-click scans. No signup required.
Apple really did drop the “+”: on October 13, 2025, it began calling its streaming subscription Apple TV. The change did not create a new service, and Apple has not given a definitive public reason for it. As of August 16, 2026, the U.S. subscription is listed at $12.99 per month, but the bigger change is the branding: “Apple TV” now names a service that shares its name with Apple’s video app and streaming box.
What changed, and when?
The subscription launched as Apple TV+ in 2019. On October 13, 2025, Apple used “Apple TV” for the service in an announcement about F1 The Movie arriving on December 12. That is the clearest public marker of the rebrand. Apple’s current service and app pages use Apple TV, although older references and some transitional interfaces may still say Apple TV+.
This was a change to the service’s name, not merely a logo refresh. Apple’s June 2025 announcement of a redesigned Apple TV experience in tvOS 26 described interface changes, including Liquid Glass styling, but that software update preceded the subscription rebrand and was a separate change. Apple’s film announcement and its tvOS 26 announcement show the distinction.
What does “Apple TV” mean now?
Context matters because Apple uses similar names for several different products. Apple’s service page and app page distinguish the subscription from the application used to watch it.
PC Slower Than It Used to Be?
A free scan shows the junk files, broken settings and background clutter dragging Windows down - then fixes them in one click.Free scan · Windows 10 & 11Crashes, No Sound, or Screen Glitches?
Random freezes, missing sound and display glitches usually trace back to one bad driver. Find and replace yours safely.Free scan · under a minute#1 Best Overall
- 4K High Dynamic Range (Dolby Vision and HDR10) for stunning picture quality
- Dolby Digital Plus 7.1 surround sound
- A10X Fusion chip for ultra-fast graphics and performance
- Voice search by asking the Siri Remote
| Term | What it means |
|---|---|
| Apple TV | Apple’s paid streaming subscription, formerly Apple TV+. |
| Apple TV app | The application for watching Apple TV and, depending on device and region, finding or accessing other video content. |
| Apple TV 4K | Apple’s physical streaming device. Buying it does not, by itself, include a permanent subscription. |
| tvOS | The operating system for Apple TV hardware. |
Did the subscription or its price change?
The rebrand does not appear to have created a separate subscription or reset existing accounts. Apple continues to describe Apple TV as the home of Apple Originals and live sports. Its U.S. signup page lists $12.99 per month and a seven-day free trial for new subscribers; those are U.S. terms shown as of August 16, 2026, not a worldwide price guarantee. Check Apple’s current signup page for the offer available to you.
Apple TV is not everything that appears in the Apple TV app. The subscription does not automatically include third-party services, or films and shows offered to rent or buy. The app can bring those options together, but each title’s listing determines whether it is included or costs extra. Apple states this limitation in its U.S. Formula 1 announcement.
Rank #2
- Advanced 4K streaming - Elevate your entertainment with the next generation of our best-selling 4K stick, with improved streaming performance optimized for 4K TVs.
- The newest Fire TV experience (2026) – Our biggest update to Fire TV has a new, modern design that gets you to your entertainment fast. Browse dedicated content categories, pin more of your favorite apps, and get personalized recommendations from Alexa+. Spend less time scrolling, and more time watching.
- Cloud gaming, no console required – Stream Call of Duty: Black Ops 7, Hogwarts Legacy, Outer Worlds 2, Ninja Gaiden 4, and hundreds of games on your Fire TV Stick 4K Select with Xbox Game Pass and Luna via cloud gaming. Xbox Game Pass subscription and compatible controller required. Each sold separately.
- Smarter picks with Alexa+ – Getting to what you love has never been easier. Press the voice remote button and talk naturally to find what to watch across your apps, manage your smart home, or dive into virtually any topic.
- Wi-Fi 6 support - Enjoy smooth 4K streaming, even when other devices are connected to your router.
You also do not need Apple hardware to subscribe. Apple lists access through its devices and supported smart TVs, Roku, Amazon Fire TV, Chromecast with Google TV, PlayStation, Xbox, and the web at tv.apple.com. Availability and functionality depend on device, software, country, and region.
Why did Apple remove the plus sign?
Apple has not published a clear, definitive explanation. The strongest interpretation is that it wants “Apple TV” to work as an umbrella entertainment brand now that the service is associated with more than a catalog of original shows and films. That is an inference from the timing and Apple’s positioning, not a stated company rationale.
What’s actually slowing this PC down?
Pick the symptom - the matching free tool is one click away.
Rank #3
- HD streaming made simple: With America’s number 1 TV streaming platform,* exploring popular apps—plus tons of free movies, shows, and live TV—is as easy as it is fun. *Based on hours streamed—Hypothesis Group
- Compact without compromises: The sleek design of Roku Streaming Stick won’t block neighboring HDMI ports, and it even powers from your TV alone, plugging into the back and staying out of sight. No wall outlet, no extra cords, no clutter.
- No more juggling remotes: Power up your TV, adjust the volume, and control your Roku device with one remote. Use your voice to quickly search, play entertainment, and more.
- Shows on the go: Take your TV to-go when traveling—without needing to log into someone else’s device.
- TV, simplified: With setup that only takes minutes, a simple-to-navigate Home Screen, and an uncluttered remote control that does all you need—Roku makes it easier to watch the TV you love.
- A broader mix of programming: Apple’s service includes Originals alongside live sports. In the United States, a five-year agreement makes Apple the exclusive U.S. broadcast partner for Formula 1 beginning in 2026; Apple also highlights MLS and Friday Night Baseball. Those rights and offerings are not necessarily available in other countries. See Apple’s F1 announcement and its 2026 U.S. F1 guide.
- A simpler name for promotion: Apple used the shortened name in the announcement for F1 The Movie, then expanded its U.S. sports positioning with the F1 partnership. The timing makes sports a plausible part of the branding strategy, but Apple has not said the deal caused the rebrand.
- A platform rather than an originals-only label: Apple and NBCUniversal announced a U.S. Apple TV–Peacock bundle in October 2025. Bundling and wider device support fit a more expansive entertainment pitch, though the bundle is separate from what an Apple TV subscription alone includes. Details are in Apple’s bundle announcement.
Apple’s 2026 services recap describes a new Apple TV identity and expanded offerings, but does not supply a single plain-English reason for deleting the plus sign. The recap supports the broader-platform interpretation, not certainty about Apple’s internal motive.
Why the name is still confusing
The change makes ordinary directions less precise: “watch Apple TV” might mean the subscription, “open Apple TV” might mean the app, and “buy an Apple TV” might mean the 4K box. It is possible to watch Apple TV in the Apple TV app on an Apple TV device, but those are three separate things. Search results and support questions can be similarly ambiguous.
Rank #4
- The Google TV Streamer (4K) delivers your favorite entertainment quickly, easily, and personalized to you[1,2]
- HDMI 2.1 cable required (sold separately)
- See movies and TV shows from all your services right from your home screen[2]; and find new things to watch with tailored recommendations for everyone in your home based on their interests and viewing habits
- Watch live TV and access over 800 free channels from Pluto TV, Tubi, and more[3]; if you find an interesting show or movie on your TV, mobile app, or Google search, you can easily add it to your watchlist, so it’s ready when you are[2]
- Up to 4K HDR with Dolby Vision delivers captivating, true-to-life detail[4]; and you can connect speakers that support Dolby Atmos for more immersive 3D sound
The most practical distinction is between the subscription and the app. Seeing a title in the app does not tell you that it is included with Apple TV: it may be a rental, purchase, or third-party service. Likewise, owning the Apple TV 4K device does not automatically mean you are subscribed.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What does the name change mean for sports and ads?
Sports rights are regional. Apple’s Formula 1 exclusivity applies to the United States, where its 2026 guide says subscribers can watch every race, with practice, qualifying, Sprint sessions, and Grands Prix. Apple also says select races and practice sessions are available free in the Apple TV app. Do not assume those rights or free sessions apply outside the U.S.; check local availability.
Best Value
- Dolby Atmos for immersive, room-filling sound - 4K High Frame Rate HDR with Dolby Vision for fluid, crisp video
- A12 Bionic chip gives a big boost to audio, video, and graphics, for even better game and app experiences than ever before
- The new Siri Remote with touch-enabled clickpad - Use AirPlay to share photos, videos, and more from your device on your TV
- Apple Original shows and movies from Apple TV+ - Watch the latest hits from Disney+, Amazon Prime Video, HBO Max, and more
- More ways to enjoy your TV with Apple Arcade, Apple Fitness+, and Apple Music - Private listening using up to two sets of AirPods
The rebrand is not evidence of a new ad-supported tier. Apple’s 2026 U.S. F1 materials describe Apple TV as ad-free. No cited announcement establishes that removing “+” introduced an advertising plan or a premium tier.
Is Apple TV worth subscribing to?
The name alone is not a reason to subscribe. The service is a stronger fit for viewers who want Apple Originals, films, documentaries, kids’ programming, or—if they are in the U.S.—the sports Apple carries. It may be a weaker fit for someone whose main priority is the largest possible general entertainment library; its appeal is more dependent on particular shows, films, and rights than on sheer catalog size.
- Consider Apple One if you already pay for several services it includes, such as Apple Music, iCloud+, or Apple Arcade. Compare the plan and your current bills rather than subscribing just to get Apple TV. See Apple One.
- Consider the Apple TV–Peacock bundle if you are in the U.S. and want both services. Apple announced monthly prices of $14.99 for Apple TV plus Peacock Premium and $19.99 for Apple TV plus Peacock Premium Plus in October 2025. Those are announcement prices, not a guarantee of current checkout terms; check the bundle details.
- Skip the hardware purchase if you do not need it: A compatible smart TV, streaming device, game console, or web browser may already provide access. Apple TV 4K is optional hardware, not a requirement for the subscription.
The name in 2026
For subscribers, the useful takeaway is simple: Apple TV is the current name of the service formerly called Apple TV+, not a new service layered on top of it. Apple appears to be positioning television as a broader entertainment business spanning Originals, sports, bundles, and multiple kinds of devices. The strategic logic is plausible; the public explanation remains incomplete. The plus is gone, but the naming collision is still here.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
