CUPERTINO, November 4 — Apple has officially retired the “Apple TV+” name, rebranding its streaming service as simply Apple TV with what the company calls a “vibrant new identity.” The change, first seen in the latest iOS 26.1 and tvOS 26.1 beta updates, introduces a refreshed, glasslike multicolor logo replacing the previous muted gray tone.
The new design has begun appearing across Apple’s press materials, signaling a wider rollout expected in the coming weeks. The rebrand aligns Apple’s streaming service more closely with its widely recognized app and hardware branding, simplifying what was previously a confusing ecosystem.
With the Apple TV app now heavily emphasizing original Apple content, the shift to a unified name makes strategic sense — especially as Apple is rumored to debut new Apple TV 4K hardware this week. The synchronized timing of the new branding and product launch is seen as a deliberate move to spotlight the next phase of Apple’s entertainment ecosystem under one cohesive, consumer-friendly identity.
