Eddy Cue Explains Why Apple TV+ is Now Apple TV
Apple TV+ No More: Eddy Cue Explains the Rebrand to Simply 'Apple TV'
In the fast-paced world of streaming, branding is everything. Names like Netflix, Hulu, and Disney+ have become synonymous with on-demand entertainment. For years, Apple’s contender in this arena has been Apple TV+, a name that signaled its status as a premium, add-on service. However, a significant change is underway. The "+" is being dropped, and the service is being rebranded to simply "Apple TV." This move, seemingly minor on the surface, reveals a great deal about Apple's confidence, its strategy, and its ambitions in Hollywood.
The confirmation came directly from a key figure within the company. On a recent episode of The Town podcast, Apple's Senior Vice President of Internet Software and Services, Eddy Cue, sat down with host Matthew Belloni to discuss the company's entertainment strategy. During the conversation, he officially explained why the company decided to rename Apple TV+ to Apple TV, shedding light on a decision that aligns user behavior with corporate branding.

Why Drop the Plus? Eddy Cue on the Power of Simplicity
According to Eddy Cue, the reasoning behind the name change is remarkably straightforward: it’s what everyone was already calling it. Rather than fighting against the current of public vernacular, Apple has chosen to embrace it. This user-driven approach is a hallmark of a company that prides itself on intuitive design and user experience.
"We just decided," Cue explained to Belloni, highlighting the organic nature of the decision. He elaborated that the internal team and the public alike had naturally gravitated towards the shorter name. "We all called it Apple TV and we said, given where we are today, it's a great time to do it."
This comment—"given where we are today"—is particularly telling. When Apple's streaming service launched on November 1, 2019, it was a newcomer in a crowded field. The "+" suffix was a popular branding convention at the time (think Disney+, ESPN+, Paramount+), used to denote a digital streaming addition to an established brand. For Apple, it signified that this was an extension of the existing Apple TV ecosystem—a "plus" offering for its users. The service launched with a relatively small, curated library of original content, and the name reflected its initial status as a promising but unproven venture.
Fast forward to today, and the landscape has changed dramatically. The service is no longer an upstart. It has matured into a formidable player in the streaming wars, boasting a growing library of critically acclaimed and award-winning series and films. Shows like Ted Lasso became global cultural phenomena, while films like CODA achieved the ultimate industry recognition by winning the Academy Award for Best Picture. With hits like Severance, The Morning Show, and For All Mankind consistently earning Emmy nominations and critical praise, Apple's content strategy of "quality over quantity" has been vindicated.
In this context, dropping the "+" is a declaration of confidence. The service no longer needs a qualifier. It is no longer just an "add-on"; it is a core entertainment destination. The name "Apple TV" is now meant to be as foundational to the company's media offerings as "Apple Music" is to its audio offerings. This rebrand is a graduation, a signal that the service has come of age and can now stand on its own as the definitive television experience from Apple.
Apple TV, Apple TV, and Apple TV: Navigating the Naming Maze
While the logic behind the change is sound, it immediately raises a significant question: won't this be incredibly confusing? With the rebrand, Apple now has three distinct products that all fall under the "Apple TV" umbrella:
- Apple TV (the streaming service): The subscription platform, formerly known as Apple TV+, that houses all of Apple's original movies and series.
- Apple TV (the app): The digital hub pre-installed on iPhones, iPads, and Macs, and available on third-party devices like Roku, Amazon Fire TV, and smart TVs. This app is the gateway to the streaming service, but it also aggregates content from other streaming channels, and serves as a storefront to buy or rent movies and TV shows from the iTunes Store.
- Apple TV 4K (the hardware): The physical black streaming box that connects to a television to provide access to the Apple TV app and a host of other applications.
On paper, this appears to be a branding nightmare waiting to happen. Will a customer asking for "Apple TV" be directed to a subscription, an app, or a piece of hardware? How will new users differentiate between the service they pay for monthly and the free app that houses it? This potential for confusion is a valid concern, and it's one that was put directly to Eddy Cue during the podcast interview.
Cue, however, dismissed the potential for any significant issues. He argued that the company has already established clear delineators that customers understand. "Our hardware is called Apple TV 4K for your TV," he stated confidently. "I think that's fine, and the app is called Apple TV. It's been called Apple TV on our third-party products as well, so I don't think that'll be a problem at all."
His argument rests on the idea that context is key. When a customer is shopping for a physical device to plug into their television, the "4K" moniker is enough to identify it as the hardware. He also pointed out that on platforms not made by Apple, the application has always been simply "Apple TV," and users have managed to navigate it without issue. In Apple's view, the "plus" was the outlier, and removing it actually creates more consistency across its ecosystem, not less.
Whether this proves true in practice remains to be seen. Tech companies have a history of creating confusing product names (one only needs to look at the convoluted history of Google's messaging apps or Microsoft's Xbox naming conventions). However, Apple's strength has always been in creating a seamless, integrated ecosystem where the lines between hardware, software, and services blur by design. The company is betting that users are smart enough to understand that "Apple TV" on their screen refers to the content experience, while "Apple TV 4K" refers to the box that powers it. The transition may require a brief adjustment period for consumers, but Apple is confident the long-term simplicity will win out.
A New Chapter: What the Rebrand Signals for Apple's Future
This name change is more than just a marketing tweak; it's a strategic repositioning that reflects Apple's massive ambitions in the entertainment industry. The tech giant has been pouring billions of dollars into original content, attracting A-list talent, and building a library that can compete with established Hollywood studios. This rebrand is the symbolic culmination of that effort.
By naming the service "Apple TV," the company is planting its flag. It is positioning its platform not as an alternative or an addition, but as a primary, default destination for entertainment. The name is simple, direct, and authoritative. It implies that if you want to watch television through the lens of Apple, this is the place to be. This is a powerful psychological shift, moving the service from a "nice-to-have" to a "must-have" pillar of the Apple ecosystem, on par with the App Store and Apple Music.
This move also aligns with Apple's increasing focus on its services division as a major driver of revenue. As iPhone sales growth has matured, services like iCloud, Apple Music, Apple Arcade, and, of course, Apple TV have become critically important to the company's bottom line. A strong, simple, and confident brand is essential for attracting and retaining subscribers in the hyper-competitive streaming market.
Looking ahead, this simplification could pave the way for a more expansive vision of what "Apple TV" can be. With a simplified name, Apple has more flexibility to bundle content, integrate live sports like MLS Season Pass more seamlessly, and perhaps even incorporate content from other partners under a single, unified banner. The name "Apple TV" is broad enough to encompass a whole universe of video content, far beyond the initial scope of a few original series.
While the new name has yet to appear everywhere, Cue noted that the changeover should happen soon. This transition marks the end of the beginning for Apple's streaming journey. The "plus" era was about establishing a foothold and proving its concept. The "Apple TV" era is about dominance, integration, and defining the future of entertainment on Apple's terms.
Cue's comments, which were first reported by 9to5Mac's Zac Hall, have given us a clear window into Apple's thinking. In the end, the change from Apple TV+ to Apple TV is a story of success. It's a reflection of a service that has outgrown its original name, earned its place at the table, and is now ready to be known simply, and powerfully, as Apple TV.
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