Apple TV Rebrand
Brand: Apple TVAgency: TBWA\Media Arts Lab Los Angeles2026FilmVideo · YouTube
The idea
Remove ‘plus’ from Apple TV+ and let the simplest possible name signal a broader entertainment identity.
Timeless principle
A rebrand can gain power through subtraction.
Why it works
The change reduces explanation and places the master brand directly beside the category. Motion, sound and a refined visual system supply freshness without discarding recognition. The identity feels larger because it says less.
