Apple has quietly rebranded its Apple TV+ streaming service, now calling it simply Apple TV. The change appears tucked into an announcement about the global streaming debut of F1: The Movie, which arrives on the platform on December 12, 2025.
In its press release, Apple noted that Apple TV+ is now just Apple TV, adopting what it describes as a more vibrant identity. The rebrand highlights the company’s intention to unify its video efforts under a cleaner brand, though it also raises questions about possible confusion.
The term “Apple TV” is already in use for Apple’s hardware set-top box and its app for accessing video content. As of now, Apple has not provided full details on how the new branding will look or how it will distinguish between the service, the app, or the device.
The timing of the rebrand coincides with Apple’s decision to stream F1: The Movie worldwide beginning December 12. Directed by Joseph Kosinski and featuring Brad Pitt, the film premiered theatrically in June 2025. It has already broken box office records for Apple Original Films. Under the new branding, Apple will offer F1: The Movie on Apple TV.
F1: The Movie was produced by Apple Studios along with Jerry Bruckheimer, Joseph Kosinski, Lewis Hamilton and Brad Pitt. Pitt plays Sonny Hayes, a former Formula One driver who makes a dramatic comeback decades after a career-ending crash.
Javier Bardem, Damson Idris, Kerry Condon and Tobias Menzies also star. The film’s theatrical run was a strong success, grossing over $600 million globally and setting new benchmarks for Apple in the cinematic domain.
For marketing and rollout, the rebrand may come into effect before December 12, anticipating the film’s launch. At present, Apple’s website and materials still reflect “Apple TV+” in many places, suggesting the transition is gradual.