"Apple TV has become the latest streaming service to try and rebrand its way into viewers' hearts. As part of a press release for the streaming debut of F1: The Movie, the company said "Apple TV+ is now simply Apple TV, with a vibrant new identity." What else does that vibrant new identity entail? Unclear! This is just the latest in a long list of rebrands for streamers."
"HBO Go became HBO Max, then just Max, then HBO Max again. IMDb Freedive became IMDb TV, then Freevee, then it became extinct. CBS All Access became Paramount+ after CBS remerged with its former studio. It has stayed Paramount+ even after the Skydance acquisition and all the political fallout it entailed. And most streamers have rebranded as more expensive. But Tubi stays Tubi, stays free, and stays full of both the fanciest and most schlocky horror movies, and for that we should all be thankful."
Apple TV removed the "+" and announced a new, unspecified identity while promoting the streaming debut of F1: The Movie. Streaming platforms frequently undergo repeated rebrands and name changes, with examples including HBO Go → HBO Max → Max → HBO Max and IMDb Freedive → IMDb TV → Freevee → extinction. CBS All Access rebranded as Paramount+ after corporate consolidation and remained Paramount+ despite later studio acquisitions and political fallout. Many rebrands coincide with higher subscription prices. Tubi remains a free, stable service offering a mix of high-end and schlocky horror films.
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