Apple has announced that the company will immediately discontinue Apple TV Plus – this is what is happening and you should know if you are a subscriber.
Apple TV Plus will stop immediately
Apple announced on Monday, October 13 press release announced that Apple TV Plus will end immediately. The company says Apple TV Plus will be rebranded as Apple TV and given a vibrant new identity. It therefore has no direct consequences for Apple TV Plus subscribers. The announcement was made alongside the announcement of the release date for ‘F1 The Movie’, with a single sentence in the final paragraph of the press release:
Apple TV+ is now simply Apple TV, with a vibrant new identity. Ahead of its global streaming debut on Apple TV, the film continues to be available for purchase on participating digital platforms, including the Apple TV app, Amazon Prime Video, Fandango at Home and more.
Apple TV Plus is now simply called Apple TV and has a vibrant new identity. Ahead of its global streaming debut on Apple TV, the film will remain available for purchase on participating digital platforms including the Apple TV app, Amazon Prime Video, Fandango at Home and more.
No visible changes yet
Apple hasn’t released any further details about what exactly this “vibrant new identity” entails. There will probably be new artwork and logos in the future, but nothing has changed at the moment. On the Apple TV website, the streaming service is still called ‘Apple TV Plus’. The streaming service is also still called Apple TV+ in the Apple TV apps on various platforms.

Apple TV 4K
Of course, Apple also makes a TV streamer called Apple TV (4K). There’s also the Apple TV app, which contains more than just Apple TV Plus content. It is currently unclear whether Apple will also implement changes there or not. The timing would be good, because it looks like Apple will release a new version of the Apple TV 4K in the short term.
It is understandable that Apple is discontinuing the name Apple TV Plus (or Apple TV+). For example, the name ‘Apple TV+’ always suggested that a non-plus version of the streaming service also existed, which was never the case. This is in contrast to, for example, iCloud and iCloud+. The name change will cause less confusion in that regard.
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