News: 0179774608

  ARM Give a man a fire and he's warm for a day, but set fire to him and he's warm for the rest of his life (Terry Pratchett, Jingo)

Apple Renames 'Apple TV+' To 'Apple TV' (daringfireball.net)

(Tuesday October 14, 2025 @11:21AM (BeauHD) from the courage dept.)


Apple has [1]rebranded its streaming service Apple TV+ to simply Apple TV, further blurring the already confusing line between the Apple TV device, the Apple TV app, and the Apple TV service. As John Gruber notes, users can now "watch Apple TV in Apple TV on Apple TV." From Daring Fireball:

> In some ways, I get it. Like, if you're telling someone how much you enjoy Slow Horses and they ask how to watch it, it's more natural and conversational to just say "It's on Apple TV." That's what most people say. That's what I say -- and as part of my job, I completely understand the difference between Apple TV the device, Apple TV the (free) app, and Apple TV+ the (paid) streaming service.

>

> But right there in Apple's own "About Apple TV" description, you see just how overused "Apple TV" now is. You can watch Apple TV in Apple TV on Apple TV -- the paid service in the free app on the set-top box. But you can watch any streaming service you want on the box, in that service's own app. But many of those services are also available in the Apple TV app. And the Apple TV streaming service is also available on just about all other popular set-top hardware platforms. So don't need an Apple TV to watch Apple TV. It's a bit like Abbott and Costello's classic " [2]Who's on First " routine.



[1] https://daringfireball.net/linked/2025/10/13/apple-tv-minus

[2] https://www.youtube.com/watch?v=sYOUFGfK4bU


That right there (Score:4, Informative)

by Snotnose ( 212196 )

is modern American innovation.

Courage (Score:2, Funny)

by Comboman ( 895500 )

Only Apple has the courage to remove the plus from their name.

Re: (Score:2)

by excelsior_gr ( 969383 )

If they really had any balls, they would call it "Apple TV-".

Re: (Score:1)

by supremebob ( 574732 )

Knowing Apple, it's because they want to make an even more expensive version of Apple TV later and they wanted to call that Apple TV+.

I guess that Apple TV++ was just one too many plus signs for their marketing team.

Re: (Score:2)

by sconeu ( 64226 )

Nah, it will be Apple TV, Apple TV Plus, Apple TV Pro, and Apple TV Pro Max.

Re: (Score:2)

by mspohr ( 589790 )

How about Apple TV Double Plus Good ?

They still spoon-feed weekly episodes so we don't hurt ourselves watching more than one episode at a time.

"watch Apple TV in Apple TV on Apple TV." (Score:4, Informative)

by Chris Mattern ( 191822 )

So you can Apple TV while you Apple TV!

Re: "watch Apple TV in Apple TV on Apple TV." (Score:3)

by LordHighExecutioner ( 4245243 )

this is a plus...

Re: (Score:2)

by quenda ( 644621 )

Apple TV on my Apple watch, you say?

Re: "watch Apple TV in Apple TV on Apple TV." (Score:2)

by EldoranDark ( 10182303 )

I suppose Apple TV Pro Max Ultra was taken

Oh man! (Score:2)

by The-Ixian ( 168184 )

Now every other service is going to have to drop the + from their names!

Doesn't Apple know how much work they are making for everyone?

Re: (Score:2)

by nightflameauto ( 6607976 )

> Now every other service is going to have to drop the + from their names!

> Doesn't Apple know how much work they are making for everyone?

Except for WB. They'll turn HBO, HBOMax, Max. HBOGo, no, now it's just HBO, oh wait, ... into H+BO! They're always slow on the trends, but they'll rename the service six more times in the coming year so who cares?

Just keep making scifi (Score:2)

by jacks smirking reven ( 909048 )

Apple seems more willing to put science fiction out in front of their lineup and overall does a pretty good job of it, feels like whoever they have doing the producing have not fallen into the trend chasing and cancel-at-first-oppurtunity that the other streamers do. Apple feels like they learned the lessons from the heydey of HBO more than current HBO has.

Re: (Score:2)

by Malc ( 1751 )

I subscribed again to watch Silo. I was going to cancel after that, but then Foundation started again. Now I'm the next season of Invasion. Those fuckers have got me ;)

Then again, I just got Netflix Premium (should that be Plus?) for free with my new mobile phone contract (33 quid / month for unlimited speed and data and global roaming in over 80 countries with the almost 20 quid / month Netflix included!). While I've never been interested in Netflix, I'll probably find something to watch, and as I only

Re: (Score:2)

by jacks smirking reven ( 909048 )

Love Silo and love that Apple was willing to straight up give that show two more seasons and let the audience know the the show will get to complete the story.

Say It Again (Score:2)

by SlashbotAgent ( 6477336 )

Say Apple TV again.

I dare you. I double dare you, mother fucker.

Say Apple TV one more God damn time.

This little stunt kind of worked. (Score:1)

by supabeast! ( 84658 )

Until 90 seconds ago I had forgotten that the AppleTV service exists. And I own an AppleTV. Now it will stay in my mindfor about 24 hours and then I’ll go back to not caring at all.

It was a dumb name to begin with (Score:2)

by karmawarrior ( 311177 )

If you have a streaming box called Apple TV, calling a streaming service that has nothing to do with it Apple TV+, and an app that has nothing to do with it called Apple TV, is just going to create confusion, with or without a "+".

This proves my thesis that Apple jumped the shark on user friendliness shortly after Mac OS X 10.3.

Did they not see the confusion everyone has figuring out what's meant by Prime Video from Amazon? Is it the Prime Video app that lets you watch HBO? Is it the stuff you bought digita

Windows App (Score:2)

by gregstumph ( 442817 )

Thanks to Micro$oft's recent renaming of their Remote Desktop app, you can now watch Apple TV in Apple TV the Windows app in a window on Windows in Windows App on Windows.

Amnesia used to be my favorite word, but then I forgot it.