Apple TV+ Rebrands as Apple TV, Faces Streaming Challenges

In October 2025, Apple announced that its streaming service Apple TV+ has been rebranded to simply Apple TV, with a new vibrant identity. This change comes as the platform continues to face challenges in the highly competitive streaming market.

Apple TV+ launched in November 2019 with original content like the hit series The Morning Show. Over the past few years, the service has grown to boast around 45 million subscribers. However, this still leaves it well behind the top streamers, with Netflix, Amazon Prime Video, Disney+, and HBO Max all exceeding 100 million subscribers.

Despite some impressive achievements, such as becoming the first streaming service to release a Best Picture-winning film (2021's CODA), Apple TV+ has also suffered setbacks. An anonymous report earlier this year found that the company is spending roughly $4.5 billion per year on content, while losing around $1 billion. This has prompted the platform to recently announce a 30% increase in subscription fees.

Like other tech giants' streaming services, Apple TV is connected to a larger profit-generating machine, which helps offset some of the financial pressures. However, the platform continues to face an uphill battle as it strives to compete with the industry's dominant players.