Apple TV Plus is ditching the Plus

When Apple announced that its blockbuster sports flick F1: The Movie would debut globally on streaming platforms December 12, it included an interesting footnote: “Apple TV+ is now simply Apple TV, with a vibrant new identity.” 

Without much fanfare, Apple announced that it would be ditching the ‘Plus’ in Apple TV Plus, effectively rebranding the tech giant’s streaming service as Apple TV. The rebrand hasn’t taken effect yet, but it will likely come with the upcoming tvOS updates.

	Plan	Price	Details
Apple TV	Apple TV Apple TV Free 7 Day Trial Apple TV Free 7 Day Trial Up to 4K streaming · 6 devices at once Ad-free From $15.99/mth View Plan	From $15.99/mth	View Plan
Apple One Individual Plan	Apple One Individual Plan Apple One Individual 30-Day Free Trial Apple One Individual Plan 30-Day Free Trial Up to 4K streaming · 6 devices at once Ad-free Deal: Bundle Apple TV, Music, Arcade and iCloud Storage - Save $15/mth From $24.95/mth View Plan	From $24.95/mth	View Plan

Terms and Conditions: The Apple One free trial includes only services that you are not currently using through a free trial or a subscription. Plan automatically renews after trial until cancelled. Restrictions and other terms apply.

What’s confusing about this rebrand is… well… where to begin?

Okay, so Apple used to offer digital movies for purchase and rent through iTunes. Selling TV shows and movies through a service called iTunes was obviously a branding mismatch from the beginning. In 2007, Apple released the first iteration of its popular streaming device, Apple TV. Ten years later in 2017, Apple launched the Apple TV app in Australia, eventually replacing iTunes Movies completely.

In 2019, the company launched Apple TV Plus, its very own streaming platform, positioned to compete with the likes of Disney Plus and Netflix. Now, in 2025, Apple is Sean Parkering the name of the streaming service, dropping the Plus.

The ‘Plus’ qualifier was a bit overdone, sure. It would even go on to be lampooned in the final season of HBO’s Succession when legendary failson Kendall Roy announced Living Plus, a subscription-based retirement village. But in the case of Apple, it was still the only way to communicate the difference between the titles available through subscription and the titles you need to buy or rent individually (not to mention the Apple TV hardware). Hopefully the rebrand doesn't make things too confusing. 

This announcement comes less than a month after the company increased the monthly cost of Apple TV Plus from $12.99 per month to $15.99 per month. 

	Plan	Price	Details
AMC+ Bundle	AMC+ Bundle TV 7-day free trial TV 7-day free trial HD 1080p · 5 devices at once AMC+, Shudder & Acorn TV Annual: $83.88/yr (save $24) From $8.99/mth or $83.88/yr View Plan	From $8.99/mth or $83.88/yr	View Plan
Disney+	Disney+ TV + movies + sport TV + movies + sport 4K UHD · 4 devices at once Annual: From $179.99/y (save up to $49.89) From $9.99/mth or $179.99/yr View Plan	From $9.99/mth or $179.99/yr	View Plan
Amazon Prime Video	Amazon Prime Video TV + movies + more 30-day free trial TV + movies + more 30-day free trial 4K UHD · 3 devices at once Remove ads for $2.99/mth Annual: $79/yr (save $40) From $9.99/mth or $79/yr View Plan	From $9.99/mth or $79/yr	View Plan
Netflix	Netflix TV + movies TV + movies 4K UHD · 2 devices at once Deal: Get free Netflix Standard with Optus From $9.99/mth View Plan	From $9.99/mth	View Plan
Binge	Binge TV + movies + sport 7-day free trial TV + movies + sport 7-day free trial 4K UHD · 4 devices at once Annual: From $79/yr (save up to $85) From $10.00/mth or $79/yr View Plan	From $10.00/mth or $79/yr	View Plan
Crunchyroll	Crunchyroll TV + movies 7-day free trial TV + movies 7-day free trial HD 1080p · 4 devices at once Annual: From $119.99/yr (save up to 16%) From $11.99/mth or $119.99/yr View Plan	From $11.99/mth or $119.99/yr	View Plan
Apple TV	Apple TV TV + movies 7-day free trial TV + movies 7-day free trial 4K UHD · 6 (with Family Sharing) Annual: $129/yr (save $62.88) From $15.99/mth or $129/yr View Plan	From $15.99/mth or $129/yr	View Plan
Kayo Sports	Kayo Sports Sport 7-day free trial Sport 7-day free trial 4K UHD · 2 devices at once Deal: 1 month for $1 From $29.99/mth View Plan	From $29.99/mth	View Plan
DAZN	DAZN Sport Sport HD 1080p · 2 devices at once Annual: From $149.99/yr (save $223.89) From $31.99/mth or $149.99/yr View Plan	From $31.99/mth or $149.99/yr	View Plan
Foxtel Now	Foxtel Now TV + movies + sport 10-day free trial TV + movies + sport 10-day free trial HD 1080p · 2 devices at once Annual: Save 30% on Sports + Movies package when you sign up for 12mths From $35/mth View Plan	From $35/mth	View Plan
Paramount+	Paramount+ TV + movies + sport 7-day free trial TV + movies + sport 7-day free trial 4K UHD · 4 devices at once Annual: From $70.99/yr (save up to $55.89) From $7.99/mth or $70.99/yr Link not supplied	From $7.99/mth or $70.99/yr	Link not supplied
Stan.	Stan. TV + movies + sport TV + movies + sport 4K UHD · 4 devices at once From $9.99/mth Link not supplied	From $9.99/mth	Link not supplied
HBO Max	HBO Max TV + movies TV + movies 4K UHD · 4 devices at once Annual: From $119.99yr (save up to $43.89) From $11.99/mth or $119.99yr Link not supplied	From $11.99/mth or $119.99yr	Link not supplied
BritBox	BritBox TV 7-day free trial TV 7-day free trial 4K UHD · 4 devices at once Annual: $139.99/yr (save $27.89) From $13.99/mth or $139.99/yr Link not supplied	From $13.99/mth or $139.99/yr	Link not supplied
MUBI	MUBI Movies 7-day free trial Movies 7-day free trial 4K UHD · 2 devices at once Annual: $119.88/yr (save $60) From $14.99/mth or $119.88/yr Link not supplied	From $14.99/mth or $119.88/yr	Link not supplied

Brodie Fogg

Managing Editor - Streaming

Brodie Fogg is WhistleOut Australia's Managing Editor for Streaming. He's been writing about tech, streaming, games and telco since 2015. He previously managed a team of entertainment editors at Finder, and has also appeared on 7NEWS.

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