A surprising statement from Eddy Cue, Apple’s senior vice president of services, is shedding light on the reasoning behind Apple’s recent decision to rename Apple TV Plus to simply Apple TV. Speaking on The Town podcast, the Apple exec on Apple TV rebranding said the move was straightforward — “let’s just do it.”
Apple Simplifies Its Streaming Brand
According to Cue, no outside consultants were hired for the Apple TV rebranding process. Instead, it was a collective internal decision at Apple. The company realized that both customers and employees were already referring to the streaming platform as Apple TV, not Apple TV Plus.
“The Plus was there to stay consistent with other services like iCloud Plus and News Plus,” said Cue. “But at this point, everyone just calls it Apple TV. Given where we are today, it’s a great time to do it — so let’s just do it.”
Why Apple Dropped The “Plus”
When Apple launched Apple TV Plus in 2019, the “Plus” branding was used to indicate the paid tier of its digital services. However, with multiple “Plus” products now in the market across tech and entertainment, Apple decided the extra label no longer added value.
Dropping the “Plus” helps Apple align with its minimalistic branding approach and strengthens its core identity around the Apple TV name — which already represents its streaming box, app, and ecosystem.
Eddy Cue Addresses Confusion Concerns
Some have questioned whether removing “Plus” could confuse consumers, given that Apple already sells Apple TV 4K hardware and operates the Apple TV app. But the Apple exec on Apple TV rebranding isn’t worried.
“Our hardware is called Apple TV 4K for your television,” Cue explained. “The app is called Apple TV, and it’s been called that on our third-party products too. I don’t think that’ll be a problem at all.”
A Unified Apple Experience
Apple’s decision underscores its long-term goal of offering a seamless, unified experience across hardware, software, and content. The company wants users to think of “Apple TV” as an ecosystem — not just a product.
From the physical Apple TV 4K box to the Apple TV app available on smart TVs, iPhones, and other devices, Apple is blending its entertainment ecosystem into one recognizable identity.
A Branding Move True To Apple’s DNA
Apple has always favored simplicity in its product names and branding strategies. This Apple TV rebranding aligns with that philosophy. By focusing on one name that resonates across devices and platforms, Apple reinforces clarity and brand consistency.
As Cue’s casual remark, “let’s just do it,” suggests, Apple didn’t overcomplicate this move — it simply followed user behavior.
What This Means For Users
For subscribers, the Apple TV rebranding won’t change the experience. The app, interface, and content library remain the same. However, the streamlined name may make it easier for users to find and discuss the platform without confusion.
Industry analysts say this could also strengthen Apple’s competitive positioning against streaming giants like Netflix, Disney+, and Amazon Prime Video.
The statement from the Apple exec on Apple TV rebranding highlights a pragmatic approach to naming — one driven by user habits, not corporate strategy sessions. Apple is betting that a cleaner, simpler identity will help its streaming platform stand out in an increasingly crowded market.
As Cue said, “We all called it Apple TV anyway — so let’s just do it.”
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