- Apple changes the name of its streaming platform from Apple TV+ to Apple TV.
- The announcement has been linked to the streaming release of F1: The Movie on December 12.
- App, device and service share names, which can cause confusion.
- Gradual rollout of the rebranding and possible future moves in advertising and content.
Apple has made official an expected but controversial move: its streaming platform stops calling itself Apple TV + to adopt the name Apple TVThe company frames the change within a new identity de marca and aligns it with the rest of its audiovisual ecosystem.
The communication has been made to coincide with the arrival on the platform of F1: The MovieWhose Streaming debut will be on December 12. Before that date, the feature film remains available for digital purchase on participating services, including the Apple TV app and stores like Prime Video.
What changes and why now
The “Plus” disappears of the name and a simpler name is imposed, which, in practice, was already used by many users and even marketing materials. This type of adjustment is not new in the sector: other competitors have tweaked brands and logos in recent years to simplify its offering.
Apple presents the movement as part of a vibrant identity, but the truth is that the rollout is gradual. “Apple TV+” may still appear on the website and in some interfaces, while the rebranding is being applied gradually. gradual by regions and platforms.
Industry sources interpret the change as the first step in a larger strategy: unifying the brand, strengthening service and preparing the ground for new commercial modalities or featured content, taking advantage of the media pull of F1.
Beyond the slogan, the user will not see sudden changes in the daily experience: the catalog, the basic functions and the subscriptions They continue to operate as before, with visual and textual updates that will be coming.
One name for three things
The change revives an old question: Apple TV is the name of the device that connects to the TV, also the one in the enforcement present on iPhone, iPad, smart TV and other platforms, and now also the one on streaming service.
In everyday contexts, the reference is usually understood (“I bought an Apple TV” versus “I watched a series on Apple TV”), but there are scenarios where ambiguity complicates things: technical queries, online searches, or support They mix results from the hardware, the app and the service.
Analysts suggest that the fundamental solution would be to rename the device to clear the brand of the service, something that Apple has not announced. On the rumor radar there is a new Apple TV 4K with chip improvements, fueling speculation about relabeling opportunities.
Meanwhile, the company's focus seems clear: reserve "Apple TV" for the product that generates monthly recurring revenue and take advantage of the pull of its original catalog in a saturated market.
Signs of where the platform is going
In parallel to the rebranding, the specialized press is again pointing to possible ad-supported plans, a line that other platforms have already followed. There is no official confirmation, but the name change would fit into a strategy of packages and levels more espacious.
Sports rights deals are also being considered, with F1 being a benchmark for its global visibility. If significant deals materialize, they would strengthen Apple TV's position among the services with live events, an increasingly disputed segment.
In Spain, the service subscription It is located around € 9,99 per month. Prices vary by country: for example, in Chile it is around 4.990 pesos, and in the Czech Republic it is located near 199 CZK, figures that demonstrate the diversity of local policies.
Availability extends to more than a hundred markets and thousands of screens: iPhone, iPad, Mac and the Apple TV device itself, as well as televisions from brands such as Samsung, LG, Sony, Vizio or TCL, Roku players, Fire TV, Chromecast, PlayStation and Xbox consoles, and the web version at tv.apple.com.
F1: The Movie, a showcase of change
El streaming premiere of F1: The Movie On December 12th, he acts as a speaker for the rebrandingThe film, directed by Joseph Kosinski and starring Brad Pitt, has surpassed the 629 million at the worldwide box office and has become the biggest recent sporting success.
La Public and critical reception has been remarkable, with benchmark ratings in surveys and aggregators. Industry voices have highlighted it as one of the most popular racing works. plausible filmed so far.
Much of the visual impact is based on a technical solution developed for running inside single-seater cars: a integrated camera that allowed for unusual shots and a rare sense of immersion, connecting lessons from the iPhone universe with filmmaking.
The plot revolves around Sonny Hayes, a veteran who returns to racing to rescue a team in trouble, with rivals and teammates like damson idris y Javier Bardem in the cast, music by Hans Zimmer and production backed by F1 figures.
Producers involved emphasize that The reception in theaters has been a boost and they are confident that distribution on Apple TV multiply your global reach, an ideal showcase for the new stage of the brand.
For those who still called the service “Apple TV,” the move brings order to everyday language; for the rest, it means living with a name shared by app, hardware and platformThe key will be how Apple clears up any doubts about the interface, communicates future plans, and finalizes a change that, while seemingly minor, touches on the core of its audiovisual strategy.
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