Apple has decided to remove the + sign from its streaming service, which will now simply be called Apple TV. This rebranding has been presented as part of a “new vibrant identity” by the company, although it has also generated confusion among consumers, as Apple TV is also the name of its connected television hardware and its streaming app. The removal of the + could make it difficult for new users to distinguish between Apple’s different products.
It’s no longer a plus
This trend of using the + symbol in the names of streaming services has been previously adopted by companies like Disney, ESPN, and Paramount, as a way to differentiate between traditional programming and on-demand content. However, over time, the use of this symbol has begun to be seen as obsolete in a market that has normalized streaming. Anthony Shore, chief operating officer of the branding agency Operative Words, argues that Apple seeks simplicity and wants Apple TV to encompass all of the company’s entertainment offerings.
Despite Apple’s intentions, some branding experts suggest that this decision may be too late to avoid confusion. Alexandra Watkins, founder of the agency Eat My Words, warns that brands must anticipate the future when naming their products. The removal of the + has left the burden of communication and clarity on the user, who will now have to navigate this new naming.
The gradual decline of names with + is not exclusive to Apple; other streaming services, such as CNN+, have made similar changes to their names. Over time, the need to stand out in a saturated market has led many brands to reconsider their naming strategy, reflecting a past where such distinctions were necessary but may now seem outdated.