Apple quietly unified its media services under a single name, removing the “+” symbol from Apple TV. The update occurred without an announcement or emphasis on the change. The mention appeared only in passing in a press release tied to the premiere of a Formula 1 film. At the same time, the company’s digital platforms continue to use the previous styling.
The new version of the mark is built around associations with screens and light. The apple has lost its outline and is formed from a soft gradient with smooth color transitions. The shape appears semi-transparent, with an internal glow effect. The TV lettering is set in a rounded typeface and follows the same color logic, creating a unified digital look.
The removal of the “+” symbol reflects a broader shift within the service. Under the Apple TV name, now coexist a streaming platform with original content, a hardware media player, and an app available on Apple devices and on third-party smart TVs in more than 100 countries.
The company acknowledges the risk of internal confusion, but does not plan to rename other services or revise the existing structure. The update is aimed at simplifying perception of the ecosystem and reducing barriers between devices, the app, and content.
Since its launch in 2019, the platform has built an extensive slate of premieres and industry awards. The service has more than 620 wins and around 3,000 nominations. Among the most notable projects are The Morning Show, Ted Lasso, Severance, and the film CODA, which made history as the first streaming release to win the Academy Award for Best Picture.