Apple TV is subtracting its plus sign.
This week, Apple TV+ announced it’s now simply Apple TV. The company reportedly made the change subtly in an Oct. 13 press release for F1: The Movie, noting that, without the plus, Apple TV has a “vibrant new identity.”
The plus symbol has had issues in streaming. For instance, ADWEEK previously wrote that an influx of plus signs in the streaming universe risks the symbol losing its meaning. Additionally, when joking about ESPN+ at the Disney upfront in MayJimmy Kimmel noted that “the ‘plus’ is now, in many ways, a minus.”
However, removing the plus also doesn’t necessarily add anything to Apple’s streamer, which has had its plus symbol since its launch in 2019. So, with that in mind, here are ADWEEK’s suggestions for punctuation that could actually give Apple TV a “vibrant new identity.”
1. The exclamation point: Apple TV!
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She’s bold. She’s loud. She shows up way too many times in HR emails announcing “pizza in the conference room!!!” But Apple TV just had a fantastic Emmys run, including The Studio becoming the most-winning freshman comedy in Emmy historyand an exclamation point could inspire enthusiasm well beyond conference room pizza.
If Apple TV truly wants to convey excitement about its streamer, the exclamation point could bring the same verve as the soccer announcers from its MLS Season Pass after a goal—or even the energy of your mom after she forgets she LEFT THE CAPS LOCK ON.
2. The question mark: Apple TV?
What’s going on with streaming? Does anyone know? With increasing fragmentation and changing media deals, no one knows where to watch their favorite shows or live events anymore. And it’s time for Apple TV to embrace that confusion with its new question mark becoming a bold-faced, inquisitive shrug.
Plus, by swapping the plus symbol for a question mark, Apple TV makes its name a question, as in, “Do you have Apple TV?” or “What the heck is Apple TV?”
3. The dollar sign: Apple TV$
The dollar symbol conveys value and wealth, and it has countless uses. Historically, if it appeared on a bag, old-timey bank robbers could know there was money in it. And, depending on its frequency, it lets you know which restaurants to book or avoid on OpenTable.
However, beyond the intrinsic value of the dollar sign, it simply makes sense amid constant streaming TV price increases. For instance, Apple TV itself recently increased prices by $3 to $12.99 per month. Consumers value transparency, so it’s best to let them know what they’re signing up for.
