Apple TV: Why the “+” Disappeared & What It Means

The Rise and Fall of the “+” in Tech Branding

Apple didn’t invent the “+” as a branding element, but it arguably perfected its widespread adoption. The company first experimented with the symbol in 2011 with AppleCare+, offering extended warranty coverage. The “Plus” designation then appeared in hardware with the iPhone 6 Plus in 2014, signifying a larger screen size. However, it was 2019 that marked the true proliferation of the “+,” coinciding with the launch of Apple News+, Apple TV+, Apple Fitness+, and iCloud+.

Before Apple’s embrace, NBC Universal and News Corp’s Hulu Plus (launched in 2010) and Google’s ill-fated Google+ (2011) were early adopters. Disney followed suit with ESPN+ in 2018. The final months of 2019 saw an explosion of “+” branding, with BET+, Disney+, and others joining the fray. Apple, with its five “+” services, became the most prominent proponent of this trend.

The initial appeal of the “+” was its simplicity: it instantly communicated a premium or expanded offering. However, as more and more companies adopted the symbol, it lost its distinctiveness and became diluted. The market became saturated, and the “+” began to feel less like a value proposition and more like a branding crutch.

Apple Explains the Subtraction

The decision to revert to “Apple TV” wasn’t a sudden impulse. In a recent interview on The Town podcast (via 9to5Mac), Apple’s Senior Vice President of Services, Eddy Cue, explained the rationale. He revealed that the “+” was initially added to Apple TV to maintain consistency with other subscription services like Apple News+ and iCloud+, where it signified a paid upgrade.

“But we do that when we have a free service and then there’s a paid version,” Cue acknowledged. “We stayed consistent because of it, but we all called it Apple TV, and we said, given where we are today [with the service’s brand awareness], it’s a great time to [ditch the ‘+’], so let’s just do it.”

This admission highlights a key point: branding should evolve with the product. What made sense in 2019 no longer made sense in 2025. Apple TV had grown into a recognizable brand, and the “+” had become redundant.

Branding experts largely agree with the move. As noted by Fast Company’s Grace Snelling, the “+” initially served as a clear identifier for streaming services, but its ubiquity has diminished its impact. Apple TV’s brand strength now allows it to stand alone.

However, Apple isn’t abandoning the “+” entirely. Apple News+, iCloud+, Apple Fitness+, and AppleCare+ continue to utilize the symbol, where it arguably retains more meaning, signifying enhanced features or services. This suggests a nuanced approach: the “+” will be reserved for situations where it genuinely adds clarity and value.

Interestingly, this rebranding follows a similar pattern seen earlier in 2025 with the iPhone. Apple replaced the iPhone Plus model with the new iPhone Air, further demonstrating a commitment to streamlining its product lineup and eliminating redundant designations.

But what does this trend mean for the future of branding in the tech industry? Will other companies follow Apple’s lead and shed the “+”? And will we see a broader shift towards simpler, more direct naming conventions?

Do you think the “+” branding has run its course, or can it be revitalized with a fresh approach? And how important is brand simplicity in today’s crowded marketplace?

Frequently Asked Questions About the Apple TV Rebrand

• Why did Apple remove the “+” from Apple TV+?

  Apple removed the “+” because the streaming service had become well-established enough to stand on its own, and the “+” no longer added significant value. Eddy Cue explained it was initially used for consistency with other subscription services, but it became unnecessary as Apple TV’s brand recognition grew.

• Will Apple remove the “+” from other services like Apple News+?

  Currently, Apple has no plans to remove the “+” from other services like Apple News+, iCloud+, or Apple Fitness+. The “+” in these cases still signifies a premium subscription tier with additional features.

• What is the significance of Apple’s broader branding strategy with the “+”?

  Apple’s use of the “+” initially aimed to differentiate premium subscription services. However, the company is now demonstrating a willingness to streamline its branding and prioritize simplicity where appropriate.

• How does the Apple TV rebrand reflect broader trends in the streaming industry?

  The Apple TV rebrand reflects a growing trend towards brand consolidation and simplification in the increasingly competitive streaming landscape. As the market matures, clear and concise branding becomes more crucial.

• Is the removal of the “+” from Apple TV a sign of Apple’s confidence in the service?

  Yes, the removal of the “+” is widely seen as a sign of Apple’s confidence in the Apple TV brand. It indicates that the service has achieved sufficient recognition and market share to stand independently.