Apple TV+ Rebranding to “Apple TV”: Exciting New Icon Suggests Upcoming Hardware and a Unified Ecosystem

Apple has embarked on a pivotal branding transformation by removing the “+” from Apple TV+ and unveiling a fresh array of colorful icons across iOS and tvOS platforms. Initially perceived as a simple aesthetic update, the timing and execution hint at a more strategic shift that could even signify the launch of new Apple TV hardware.

Vibrant Rebranding: A Prelude to New Hardware and Ecosystem Integration

According to a report from MacRumors, the latest beta of iOS 26.1 showcases a sleek new Apple TV icon characterized by vivid colors and a glossy finish. This change aligns with Apple’s recent press releases indicating a streamlined branding strategy focused on “Apple TV.” It appears that Apple is systematically reforming its entertainment ecosystem from the ground up.

Several key developments suggest that Apple is gearing up for something significant:

The official rebranding of Apple TV+ to “Apple TV” accompanied by a refreshing new icon.
Visual and naming updates that unify the app, streaming service, and potentially the hardware.
Strategically timed changes hinting at the imminent release of new Apple TV models alongside the anticipated M5-powered devices.

By unifying its app, service, and hardware under one coherent identity, Apple is taking a bold step toward enhancing the overall user experience. The elimination of the “+” not only simplifies the brand’s perception but also reduces the ambiguity surrounding the distinctions between Apple TV+, the app, and the physical set-top box. This strategy may pave the way for innovative features or hardware upgrades aimed at further fortifying Apple’s interconnected ecosystem.

This surprise Apple TV+ to Apple TV rebranding makes me think we’re getting new Apple TV hardware this week, as soon as tomorrow, alongside the M5 Vision Pro.https://t.co/j6Amf2nVr9

— Vadim Yuryev (@VadimYuryev) October 13, 2025

A Strategic Rebrand in line with Apple’s Broader Vision

If Apple TV hardware is indeed slated for announcement this week, the timing aligns perfectly with the company’s trajectory. Apple has not refreshed its TV hardware since 2022, making a new release now a timely advancement, especially as it seeks to bridge traditional streaming experiences with the emerging realm of spatial computing introduced through the Vision Pro.

The announcement surrounding “F1: The Movie” serves to underscore the transition from “Apple TV+” to the new branding of “Apple TV.” A succinct mention at the end of the press release confirmed this transformation, stating that “Apple TV+ is now simply Apple TV, with a vibrant new identity.”Although the corporate website has yet to fully reflect these updates, the new branding is already evident across Apple’s promotional materials.

The fresh iconography and redesigned app interface demonstrate Apple’s commitment to creating a more immersive and cohesive experience across its platforms. As Apple continues to roll out iOS 26.1 and associated updates, it is poised to redefine how entertainment fits within its comprehensive ecosystem.

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