Apple has quietly rebranded its streaming service, dropping the "+", making it now simply "Apple TV." This change, announced at the end of a press release, follows the service's first price hike since 2019, raising its cost to $12.99/month.

• Apple now has three separate products sharing the "Apple TV" name: the streaming device, the rebranded streaming service, and the content aggregator app.
• The rebrand was subtly announced with no timeline for a full rollout, leading to immediate confusion among users and critics.
• The price of the streaming service increased by 30% in August 2025 to $12.99/month, still without an ad-supported tier.