Home / Technology / Apple Drops "+" from TV Streaming, Hikes Prices by 30%
Apple Drops "+" from TV Streaming, Hikes Prices by 30%
13 Oct
Summary
- Apple rebrands streaming service, drops "+" from Apple TV+
- Subscription price increased from $9.99 to $12.99 per month
- Apple TV remains the only major streamer without ad-supported tier
On October 13th, 2025, Apple quietly rebranded its streaming service, dropping the "+" from Apple TV+. In a press release announcing its plans for the summer blockbuster F1: The Movie, the tech giant revealed the new branding, stating that "Apple TV+ is now simply Apple TV, with a vibrant new identity."
The rebrand comes just weeks after Apple raised its subscription fee by 30%, from $9.99 to $12.99 per month. The new pricing went into effect on August 21st, 2025. In announcing the hike, Apple noted that Apple TV remains the only major streaming service without a lower-cost, ad-supported tier. The company also cited its "deep library" as justification for the increase.
Despite the rebranding, the "+" branding still appears across the platform's website and app as of the current date. Apple has not yet provided an explanation for the discrepancy, but industry analysts speculate that the transition may be gradual or still ongoing.
