Appleโค Rebrands TVโค App as ‘Apple TV,’โ Signaling Contentโ Focus
CUPERTINO, CALIFORNIA – Apple โhas officially rebranded its TV app as “Apple TV,” a move signaling โคteh company’s increased emphasis on its streaming content and broaderโค entertainment ecosystem.The change, announced today, reflects Apple’s evolutionโข from โฃa hardware-centric company to one increasingly invested in services, particularly Apple โขTV+.
The rebranding, explained by Apple’s Senior Vice President โof Internet Software and Services,โฃ Eddy Cue, is โintended to simplify the user experianceโค and highlight the growing library ofโฃ original shows and movies available through Appleโค TV+. “We want to make it easier for customers โคto access all โฃof their favorite content in โoneโฃ place,” Cue stated.”The new Apple TV app is designed to do just that.” The app now serves as a โcentral hub for watching Apple TV+ originals, โand also content purchased or rented from iTunes, andโ channels subscribed โฃto through Apple TV Channels.
The shift comes asโฃ Apple continues โคto invest heavily inโข Appleโข TV+, launching a โฃsteady stream of critically โขacclaimedโฃ and award-winning series and films. Launched in Novemberโ 2019, Apple TV+ currently features titles like “Ted Lasso,” “Severance,” and “Silo,” and is available in overโ 100โฃ countries and regions. The rebranding โคaims toโฃ elevate the profile of Apple TV+ and compete more directly โคwith established streaming giants like Netflix, Disney+, and Amazon Prime Video.
The updated Apple TV app โis rolling out todayโข with iOS 17.2, tvOS 17.2, and iPadOSโ 17.2. The โchange appliesโข to Apple devices including โขiPhone, iPad,โ Apple TV 4K, and Mac.
