Apple Rebrands TV App as ‘Apple TV,’ Signaling Content Focus
CUPERTINO, CALIFORNIA – Apple has officially rebranded its TV app as “Apple TV,” a move signaling teh company’s increased emphasis on its streaming content and broader entertainment ecosystem.The change, announced today, reflects Apple’s evolution from a hardware-centric company to one increasingly invested in services, particularly Apple TV+.
The rebranding, explained by Apple’s Senior Vice President of Internet Software and Services, Eddy Cue, is intended to simplify the user experiance and highlight the growing library of original shows and movies available through Apple TV+. “We want to make it easier for customers to access all of their favorite content in one place,” Cue stated.”The new Apple TV app is designed to do just that.” The app now serves as a central hub for watching Apple TV+ originals, and also content purchased or rented from iTunes, and channels subscribed to through Apple TV Channels.
The shift comes as Apple continues to invest heavily in Apple TV+, launching a steady stream of critically acclaimed and award-winning series and films. Launched in November 2019, Apple TV+ currently features titles like “Ted Lasso,” “Severance,” and “Silo,” and is available in over 100 countries and regions. The rebranding aims to elevate the profile of Apple TV+ and compete more directly with established streaming giants like Netflix, Disney+, and Amazon Prime Video.
The updated Apple TV app is rolling out today with iOS 17.2, tvOS 17.2, and iPadOS 17.2. The change applies to Apple devices including iPhone, iPad, Apple TV 4K, and Mac.
