Apple TV's 'Vibrant' Rebranding Starts to Appear in Latest iOS 26.1 Beta

Monday October 13, 2025 12:27 pm PDT by Eric Slivka

Following Apple's one-line announcement earlier today that Apple TV+ is being rebranded as simply Apple TV with a "vibrant new identity," the first hints of that vibrancy have appeared in the latest betas seeded shortly after.

The Apple TV app icons and other visuals across the latest releases like iOS 26.1 and tvOS 26.1 beta 3 have adopted a hint of glasslike multicolor, replacing the previous subdued gray theme.

The rebrand has also appeared on press pages for the Apple TV service, but it has not yet propagated to consumer-focused pages.

It remains to be seen whether there will be additional components to the rebranding beyond the name and logo changes, but if there are, we should be seeing them fairly soon.

Tag: Apple TV Plus Guide

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Top Rated Comments

turbineseaplane

13 months ago

This cracks me up so much.

It's like their whole "design" team just discovered Photoshop filters for the first time.

Time really is a flat circle.

Score: 51 Votes (Like | Disagree)

Selena Agna

13 months ago

Imagine the number of OS bugs could have been fixed with the money spent on this pointless rebranding.

Score: 30 Votes (Like | Disagree)

Slix

13 months ago

Imagine the number of OS bugs could have been fixed with the money spent on this pointless rebranding.

I'm sure that the graphic designers who made the new logos and the marketing people who changed all the terminology across the website and everything are great coders too. :P

Score: 29 Votes (Like | Disagree)

Apple-achian

13 months ago

Can Apple coordinate with the government and sanctions any nations with piracy sites? It's incredibly demoralizing to see thieves have access to quality Apple TV programming, without helping pay for it.

Score: 25 Votes (Like | Disagree)

Selena Agna

13 months ago

I have a feeling this was in response to Apple's latest MLB broadcasting. There was genuine confusion from certain age demographics as to where they could watch the games. Just my guess.

Didn't it get more confusing now though?
There's a paid subscription called Apple TV which you can access via an app called Apple TV, but maybe you'll have to buy a hardware box called Apple TV if your television doesn't offer it in its OS.

(Side note, Tim Cook insisting on calling every single product or service Apple XYZ makes the "i" branding of the Jobs 2-era seem downright acceptable.)

Score: 22 Votes (Like | Disagree)