Apple quietly drops the “+” from its streaming service as part of a rebranding effort.
When Apple launched its streaming service back in 2019, it was branded with a “+” at the end as a way to differentiate it from the existing Apple TV app, which also offers content from third-party providers. However, Apple on Monday announced it is rebranding Apple TV+ to simply “Apple TV,” and the first signs of this rebranding can be seen in the latest iOS beta.A new Apple TV logo and identity
With the third iOS 26.1 beta, which was released to developers on Monday, Apple unveiled the new logo for the Apple TV app and Apple TV+. It looks very similar to the old logo, but this time with colors and a Liquid Glass effect instead of plain white characters.
The new logo can also be seen in some parts of the app to indicate that a movie is part of Apple’s streaming platform catalog.
