Apple’s Senior Vice President of Services, Eddy Cue, recently shared insights into the Apple TV rebrand on the podcast The Town. Apple has officially dropped the “+” from Apple TV+, simplifying its name to Apple TV.
Cue said the change was a natural evolution. “We all called it Apple TV anyway,” he explained. The “plus” once matched Apple’s naming trend for premium services like News+ and iCloud+, which have free tiers. However, Apple TV never had a free version, making the label unnecessary.
According to Cue, the update also helps users avoid confusion. The Apple TV app remains the streaming hub, while the Apple TV 4K continues as the company’s hardware device. “Given where we are today, it’s a great time to do it—so let’s just do it,” Cue added.
Apple TV Subscribers and Market Position
Cue avoided giving exact subscriber numbers but hinted that Apple TV has far more than 45 million subscribers. Analysts believe this puts the platform closer to Paramount+ than giants like Netflix or Disney+, which boast 300 million and 125 million users, respectively.
Even if the service is not yet profitable, Cue emphasized that Apple TV is vital to the company’s ecosystem. The goal is not just revenue but also to build loyalty and drive engagement across Apple’s devices and services.
What’s Next for Apple TV
Apple plans to unveil new Apple TV hardware later this week. This follows the company’s steady investment in content, production quality, and seamless integration across its platforms.
Cue’s comments suggest that Apple’s streaming strategy will continue to focus on quality storytelling, strong partnerships, and a consistent user experience. As competition intensifies, Apple TV’s mix of technology and creativity remains its key advantage.
