Apple’s Rebranding Strategy Raises Questions
Apple senior vice president of services, Eddy Cue, confirmed on October 15, 2025, that the company made a collective decision to rebrand Apple TV Plus to simply Apple TV, dismissing concerns of potential confusion, reports 24brussels.
During an appearance on The Town podcast, Cue stated that no external consultants were involved in the rebranding process. The decision stemmed from a common usage trend, as consumers increasingly referred to the service as Apple TV. Cue noted, “We all called it Apple TV, and we said, given where we are today, it’s a great time to do it, so let’s just do it.”
Originally, the “Plus” designation helped differentiate paid versions of Apple’s services, such as iCloud Plus and News Plus. Cue explained that, in the context of its evolution, it was appropriate to simplify the name. “We stayed consistent because of it,” he added.
Cue addressed concerns about confusion between the streaming service, Apple hardware, and the Apple TV application. “Our hardware is called Apple TV 4K for your TV. I think that’s fine, and the app is called Apple TV,” he stated. “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.”
