Apple's TV Rebrand Marks the End of the "Plus" Era: A New Streaming Identity
The tech giant Apple has quietly rebranded its subscription video on demand (SVOD) service, Apple TV+, as simply "Apple TV". This move aims to give the streaming service a "vibrant new identity", but it's not without its complexities. The question arises: what does this rebrand mean for the Apple TV+ service and its users?
A Confusing Rebrand
On the surface, the rebrand might seem like a simple change, but it's causing some confusion. The issue lies in the fact that Apple TV is already a well-known name in the tech industry. Apple's popular connected-TV device, which competes with Amazon's Fire Stick and Roku devices, has been called Apple TV since 2007. This device turns a non-smart TV into a smart TV, providing streaming video access via an HDMI connection.
So, what does this mean for Apple TV+? Well, it's still possible to access Apple TV+ through an Apple TV or any similar device. But the question remains: will this rebrand impact the service's identity and user experience?
The "Plus" Era Comes to an End
The "Plus" era in streaming services might be coming to a close. Apple TV+ is the only major streaming service without a cheaper tier supported by commercials. However, Apple has been hiring TV advertising veterans and has raised the price of Apple TV+ by 30%, indicating a potential shift towards a more traditional SVOD model.
It's not the first time a streaming platform has dropped the "Plus" suffix. ESPN launched a new app called "ESPN" in August, which includes all ESPN+ content and live streams of ESPN's cable TV channels. The original ESPN+ is still available through some cable providers, but it's treated as another ESPN channel.
CNN also attempted a standalone pay-streaming service called CNN+, but it was short-lived. The network then integrated its linear feed into HBO Max, and now CNN is preparing a standalone streaming subscription service simply called "CNN".
The "Plus" Train Keeps Rolling
Despite the recent changes, the "Plus" trend in streaming services continues. Services like BET+, AMC+, Discovery+, and Paramount+ have all retained their "Plus" names, suggesting that this branding strategy is here to stay for now.
A New Era for Apple TV?
As Apple navigates this rebrand, it's clear that the streaming landscape is evolving rapidly. The company's decision to drop the "Plus" suffix might be a strategic move, but it also raises questions about the future of Apple TV+ and its place in the competitive market.
