The change was subtly mentioned in a press release announcing the December 12 streaming debut of F1: The Movie, which stated: “Apple TV+ is now simply Apple TV, with a vibrant new identity.”

The company gave no further explanation on the rebrand, and as of Monday, Apple’s website and press portal still displayed the old Apple TV+ branding. 

However, early beta versions of iOS and tvOS reportedly show small design adjustments that point at the new identity.

While the Apple TV rebrand appears straightforward, it has already led to confusion among users and observers in the space. Apple now operates three distinct products under the same name, the Apple TV streaming service, the Apple TV app for content aggregation and rentals, and the Apple TV hardware such as the Apple TV 4K device. 

Even Apple’s own press release added to the muddle, stating that “Apple TV is available on the Apple TV app… on Apple TV.”

The decision also separates Apple from the crowded group of streaming platforms that embraced the “plus” naming trend, including Disney+, Paramount+, and ESPN+. 

Interestingly, Apple continues to use the symbol for other subscription-based products like Apple News+, Apple Fitness+, and iCloud+, making the rebrand somewhat inconsistent across its ecosystem.

Apple TV+, launched in November 2019, was Apple’s entry into the global streaming competition against Netflix, Amazon, and HBO. The service gained early recognition through The Morning Show and later secured major acclaim with CODA, which became the first film from a streaming platform to win the Academy Award for Best Picture. 

Other successes, such as Ted Lasso, helped establish Apple’s reputation for high-quality original content.

Still, this branding decision invites comparisons to a similar misstep by Warner Bros. Discovery, which rebranded HBO Max to Max in 2023. Confusion among subscribers and the entertainment industry grew, prompting the company to restore the original name months later.

Apple has yet to clarify whether the rebranding will extend to visual elements such as a new logo or app design. The company also declined to comment on whether its Apple TV hardware or app experience will be updated to align with the change.

For now, the “vibrant new identity” is more of a statement than a visible transformation, and users may have to wait to see exactly what Apple’s simplified streaming identity really looks like.

This is the most interesting visual change since iOS 7, but this time, Apple has integrated the new aesthetic across every platform, iPhone, iPad, Mac, Watch, Vision Pro, and Apple TV, creating a seamless, glass-like experience that adapts dynamically to user interaction and surroundings.

Apple describes Liquid Glass as translucent, reactive, and context-aware. For example, tap an alert, and it expands fluidly from your finger’s location. 

Scroll through menus, and the interface shimmers like real glass catching the light. The colours of the UI change in real time depending on background content and lighting conditions.

The lock screen and home screen shows this transformation, with effects that mirror physical properties of glass, not for spectacle, but for functionality. 

Apple has been under pressure lately with legal cases around App Store control, an AI race it’s losing, and growing developer dissatisfaction have left the company needing to regain trust.

This update is a strategic correction.

Goodbye Numbers, Hello Years

A second major change revealed at the WWDC25 event is in how Apple names its operating systems. iOS 26 is not the 26th version, but the 2026 edition, the year is now part of the name.

This applies across the board: iPadOS 26, watchOS 26, tvOS 26, visionOS 26, and macOS 26, the latter keeping its tradition with a location-based codename: Tahoe.

The Games App: Apple’s New Social Hub

Another revelation from WWDC25 was the launch of the Games app, Apple’s first serious attempt at centralising gaming experiences across its platforms. 

It acts as a hub, combining your game library, achievements, and friend activity. One new feature, “Play Together”, lets users challenge friends or join real-time sessions. “Challenges” bring competition into otherwise solo titles.

Apple says gaming on its devices is no longer a secondary experience.

iOS 26: Intelligence and Intuition

iOS 26 introduces smarter communication features, like Call Screening, which waits for a caller to speak before deciding whether to ring through. Hold Assist keeps you connected on long holds and notifies you once someone returns to the line. Every element, even emoji, is more expressive, letting users build custom icons through Genmoji combinations.

There’s also a live translation feature for calls across language barriers, and improvements in messages including shared backgrounds, group polls, and Apple Cash transactions in group chats.

MacOS Tahoe and iPadOS 26: 

MacOS Tahoe brings the same Liquid Glass visual overhaul, but more importantly, it makes macOS feel alive. Quick Keys, intelligent Shortcuts, and a clipboard history bring subtle but powerful quality-of-life improvements. The Phone app now runs natively on Mac, complete with call history and new call management tools.

On the iPad side, Apple continues to erase the line between tablet and desktop. A new windowing system lets users resize, flick, and tile apps. The persistent menu bar now mirrors desktop systems. Preview, previously mac-only, now arrives on iPad, complete with markup and export options.

If you’ve ever wanted your iPad to behave like a Mac, now it does.

Apple Watch, TV and Vision Pro: Smart Upgrades

WatchOS 26 introduces Workout Buddy, a personalised fitness coach powered by your own workout history. With smarter notifications that adapt volume based on ambient sound, and a new wrist-flick gesture to interact with alerts, Apple is bolstering the wearable experience without bloating it.

TVOS 26 follows the Liquid Glass theme and adds profile-based logins and a karaoke feature using your iPhone as a mic. You wake the device, pick your profile, and return to exactly where you left off, useful in a multi-user household.

VisionOS 26 deepens the mixed-reality playbook. Users can now personalise widgets, maintain window placements, and experience spatial photo views. New accessories include Logitech’s Muse stylus and compatibility with the PSVR2 Sense controller, both signs Apple is finally taking spatial interaction seriously.

Small Upgrades, Big Implications

AirPods are getting studio-quality recording and camera remote functionality. CarPlay now supports widgets, live activities, and tapback message replies. Apple Maps has learned your commute habits, while Apple Wallet now handles digital IDs for travel, excluding flights, and supports reward redemption and instalments.

These show Apple is addressing real-world use cases with intent.

With the Liquid Glass interface, new naming format, and overhaul of gaming, communication, and productivity tools revealed at the WWDC25, Apple is building a unified, intelligent system where the lines between devices blur.

An Apple executive said, “It’s the biggest shift in how our users experience their devices since we launched the first iPhone.”

While its competitors, led by Netflix with 301 million subscribers, are doing well, Apple’s platform is far behind with an estimated 45 million users.

The company’s strategy—focusing solely on original content rather than licensing popular films and shows—hasn’t delivered the subscriber growth it hoped for. Even with over 2,500 award nominations and multiple wins, Apple TV+ still struggles to justify its costs.

Since its launch in 2019, Apple has spent over $5 billion annually on content, banking on high-budget productions to lure in viewers. Yet, despite big hits like Ted Lasso, Severance, and The Morning Show, the platform commands less than 1% of total U.S. streaming viewership.

As of February, Netflix held 8.2% of the market, Amazon Prime Video 3.5%, while Apple TV+ barely registered. The competition isn’t slowing down either. With bundles and assertive pricing strategies, rivals are making it harder for Apple to carve out a significant audience.

Internally, CEO Tim Cook has reportedly started questioning the platform’s financial viability, particularly its costly productions that fail to drive subscriber growth. A glaring example is Argylle, a $200 million spy comedy that flopped, raising doubts about Apple’s content strategy.

Apple had initially planned for Apple TV+ to run at a loss for a decade, expecting total losses between $15 billion and $20 billion. But with growing internal issues, that patience is wearing thin. In 2022, Cook began pushing for tighter financial controls, even cutting back on extravagant spending, such as private jet travel for Hollywood talent.

Nonetheless, Apple isn’t giving up yet. The company is leveraging its Apple One bundle, which includes iCloud+, Apple Music, and other services, to keep users engaged. However, reports suggest many subscribers are there for iCloud+, not Apple TV+. Without bundling, the numbers might look even worse.

Apple must now decide; double down on streaming and take on Netflix head-to-head or rethink its approach entirely.

This initiative includes the development of a massive new manufacturing facility in Texas and the creation of 20,000 new jobs in research and development across the country.

The tech giant says it will establish a 250,000-square-foot factory in Houston, Texas, which will focus on assembling servers for its data centres. The facility, expected to be operational by 2026, will be developed in partnership with Hon Hai Precision Industry, also known as Foxconn. 

These servers are essential for supporting Apple Intelligence, a suite of features designed to enhance user experience through advanced processing capabilities.

Apple’s current investment builds upon previous commitments to domestic manufacturing. During the Trump administration, the company announced a $350 billion investment over five years. This new pledge includes various expenditures, such as supply chain purchases, Apple TV+ productions, and infrastructure expansion.

In addition to the Texas facility, Apple plans to double its Advanced Manufacturing Fund, increasing it from $5 billion to $10 billion. A good portion of this fund will be allocated to the production of advanced silicon at Taiwan Semiconductor Manufacturing Co.’s (TSMC) facility in Arizona. 

While Apple did not disclose the exact terms of its arrangement with TSMC, the move aligns with the company’s goal to bolster domestic semiconductor production.

Apple has long maintained a strong presence in the U.S. supply chain, sourcing key components from American manufacturers such as Broadcom, SkyWorks Solutions, and Qorvo. 

The company also recently began mass production of its in-house designed chips at TSMC’s Arizona plant, as it pushes toward greater self-reliance in chip manufacturing.

Again, Apple is also investing in workforce development. The company announced the establishment of a manufacturing academy in Michigan, aimed at providing small and medium-sized enterprises with essential skills in project management and manufacturing optimisation. The academy will offer free courses facilitated by Apple engineers and university experts.

Apple’s CEO Tim Cook noted the company’s allegiance to American innovation, “We are bullish on the future of American innovation, and we’re proud to build on our long-standing U.S. investments with this $500 billion commitment to our country’s future.”

The investment comes as the focus on U.S. technology manufacturing, particularly in the semiconductor sector increases. Policies such as the CHIPS Act have sought to encourage domestic production, and Apple’s latest initiatives align with these broader industrial strategies. 

The new app allows users of Android smartphones, tablets, and foldable devices to access Apple’s premium content, which was initially exclusive.

Previously, Apple TV+ was only accessible to Android users through Google TV, requiring an existing Apple account. With this development, users can now create an Apple account directly on their Android device and subscribe via Google Play billing, with the monthly subscription remaining at $9.99. 

This is expected to increase Apple TV+ adoption, particularly in regions where Android dominates the market.

A Growing Library of Premium Content

Apple TV+ is home to acclaimed original productions such as Ted Lasso, Severance, The Morning Show, Hijack, Masters of the Air, and Killers of the Flower Moon. The service also offers live sports content, including Major League Soccer (MLS) Season Pass, which starts at $12.99 per month or $79 per season, and Friday Night Baseball.

The app includes features such as offline downloads, watchlists, and cross-device syncing, ensuring users can continue watching content seamlessly across multiple devices. However, one of its limitations is the absence of an in-app Store for renting or purchasing movies and shows, a feature available on Apple devices.

Apple’s Expanding Services Business

Apple’s Services division has become an important revenue driver, contributing over $100 billion annually. With the introduction of Apple TV+ to Android, the company is tapping into the global Android user base, which accounts for 72% of the smartphone market. 

Apple is growing its subscription-based revenue streams beyond hardware sales. Despite its reputation for high-quality content, the tech giant has not disclosed viewership figures for Apple TV+. 

However, its impact on the entertainment industry is undeniable. The platform became the first streaming service to win an Academy Award for Best Picture with CODA and secured 10 Emmy wins in 2024 across major categories.

Availability and Rollout

The Apple TV+ app is now available for download on Google Play Store, with the rollout beginning on Wednesday. While this is a rare move by Apple to bring one of its core services to Android, it shows a growing openness to platform expansion, particularly in the competitive streaming market.

The company recorded a 4% rise in overall revenue, reaching $124.3 billion, while net income climbed to $36.33 billion, a 7.1% increase from the previous year.

iPhone sales took a hit, particularly in China, where revenue dropped by 11.1% to $18.51 billion. This marks the steepest decline in the region since early 2024, as Apple faces growing competition from domestic brands like Oppo, Vivo, and Huawei. 

The company’s struggles in China have partly resulted from the delayed rollout of Apple Intelligence, a key feature of the iPhone 16, which remains unavailable in the country.

Speaking with CNBC, Apple’s CEO, Tim Cook, noted the impact of this limitation: “During the December quarter, we saw that in markets where we had rolled out Apple Intelligence, that the year-over-year performance on the iPhone 16 family was stronger than those markets where we had not rolled out Apple Intelligence.” 

While the feature is set to support Chinese later this year, regulatory challenges have stalled its launch in mainland China. Apple has reportedly partnered with Baidu to introduce AI-powered capabilities in the country, but progress has been slow.

Beyond smartphones, Apple Services division is expanding, setting a new record with $26.3 billion in revenue for the quarter, a 14% year-over-year increase. The company also announced that it has surpassed 1 billion subscriptions across its services, including Apple Music, iCloud, Apple TV+, and third-party apps on the App Store.

Other segments also performed well, with Mac and iPad sales rising by 15% following the release of new models. The company now has an active install base of 2.35 billion devices, up from 2.2 billion a year ago.

Even with the slowdown in iPhone sales, Apple’s strong performance in services and hardware refreshes has reassured investors who initially had doubts.

During this special preview period, anyone with an Apple ID can stream its interesting catalogue of original films and series on any device that supports the Apple TV+ app.

The platform’s New Year promotion gives viewers the chance to enjoy acclaimed shows like The Morning Show, Ted Lasso, Silo, and Severance, alongside newly released seasons of Shrinking and Bad Sisters. 

Apple TV+ also offers a variety of genres, including family-friendly films such as Fly Me to the Moon, gripping dramas like Disclaimer, and action-packed features including Wolfs and The Instigators.

The streaming service, which is available on devices ranging from iPhones and iPads to PlayStation and Xbox consoles, hopes this free weekend will attract new subscribers. 

The platform typically costs $9.99 per month and includes a seven-day free trial for first-time users. Again, those purchasing new Apple devices are eligible for three months of free access.

This initiative is Apple’s first global event of its kind, showcasing its award-winning content to the world. For more details on how to participate, visit the website or check your device’s Apple TV app.

This collaboration is expected to enhance the user base for Apple’s streaming services, Apple TV+ and Apple Music, in a region where the company’s media offerings have lagged behind competitors such as Spotify and Disney.

India, where Apple has predominantly focused on manufacturing to diversify its supply chain, now appears to be a focal point for the tech giant’s content and services strategy. 

Through the integration of its music and video streaming services into Airtel’s offerings, Apple aims to tap into a wide customer base that has so far been elusive. 

Bharti Airtel has 281 million subscribers, a large audience that could provide a much-needed boost to Apple’s growth in the region.

Industry analysts view this move as an important step for Apple in India. Nitesh Kripalani, former head of Amazon Prime Video in India, spoke on Apple’s strategic pivot, noting that the company is employing a tried-and-tested approach to penetrate key markets. 

In offering its services at no additional cost to Airtel’s premium users, Apple is expected to gain a stronger foothold in India’s competitive digital content industry.

While Apple has seen some success in expanding its smartphone market share in India — from 2% in 2019 to 6% today — its streaming services have yet to make a significant impact. 

The partnership with Airtel could help bridge this gap, especially as it aligns with similar strategies Apple has employed in other markets, such as the United States, where it has bundled Apple Music with Verizon plans and is set to include Apple TV+ in Comcast’s streaming bundles.

In the Indian context, Apple Music will soon be integrated into Airtel’s Wynk music app, which currently offers ad-free streaming to around 7 million postpaid subscribers. 

However, the app has not been able to engage its user base, with only a small percentage actively using the service. 

With Wynk set to wind down, Apple Music is set to take its place, offering a richer selection of content, including Bollywood and regional-language music, although its library still trails behind Spotify’s in size.

India’s music streaming market is still in its early stages, with just 7.5 million of the country’s 185 million streaming users paying for services last year, according to data from industry group FICCI and consultants EY. 

Apple’s partnership with Airtel could accelerate the adoption of paid streaming services, as the telecom giant will reportedly pay Apple a per-user fee that is lower than the current subscription rates for Apple TV+ and Apple Music in India.

LG Electronics (LG) has announced its new campaign of short videos under the “Life’s Good” brand slogan, titled Get More Care, following the success of previous themes “Get More Love” and “Get More Magic”, aimed at highlighting how LG products enable small gestures of love and care among family members so that they can enjoy true “Life’s Good” moments amidst unforgettable experiences.

Throughout the video series, LG will showcase those sometimes unnoticed loving moments experienced in the home while shining a subtle light on how its products enhance everyday lives through the brand’s innovative technology intricately interwoven into its customers’ everyday lives, by chasing their vicarious football dreams or simply following their favourite teams in 4K clarity.

A key highlight of the campaign is the immersive family viewing experience provided by LG’s groundbreaking OLED screens – such as the LG Signature 97-inch OLED M3 4K Smart TV, offering a portal to new universes.

With unparalleled picture quality and vivid colors, and sound refinements of α9 AI Processor 4K Gen6, LG OLED screens transform an otherwise ordinary viewing into an unforgettable experience of resplendent immersion, bringing families closer together.

Additionally, the campaign will showcase the convenience of LG’s WebOS, a smart platform that offers seamless access to a wide range of entertainment options and smart home features. Whether it’s finding the perfect movie or the latest TV shows for family night, explore a vast array of content with built-in streaming services such as Netflix, Prime Video, Disney+, YouTube, and Apple TV+.

LG’s intuitive WebOS interface also means receiving personalized sports updates and tailored content recommendations is as easy as accessing further built-in apps like Music and Sports, making family time entertainment effortless and enjoyable.

The cutting-edge InstaView knock-knock feature is another standout in the campaign, perfect for revealing those sometimes hidden signs of love.

This technology, available on LG’s latest refrigerators and ovens, allows users to see inside with a simple knock, making meal preparation more interactive and fun. Families can easily decide what to cook from the fridge or check on the progress of a juicy roast in the oven, all without opening a door.

“We are excited to introduce ‘Get More Care’ as our new brand campaign,” said Mr. Hyoung Sub Ji, Managing Director, LG Electronics West African Operations. “Through these heartwarming short films, we aim to show how our products make everyday moments more special and meaningful. At LG, we believe that technology should enhance the way we care for each other, and this campaign perfectly encapsulates LG’s ‘Life’s Good’ vision.”

LG’s commitment to human-centered innovation and user-centric design is at the forefront of this campaign, demonstrating how the company’s products contribute to a more connected and caring lifestyle. By showcasing the practical benefits and emotional value of LG’s technology, “Get More Care” aims to resonate with families across the region.

The four-episode Get More Care video campaign, which launches in this month of July, showcase fun and touching stories in the home, and ties in effortlessly with LG’s brand direction and visual identity, while maintaining and reiterating the brand’s core values of ‘Uncompromised Customer Experience’, ‘Human-centered Innovation’, and ‘Warmth to Power a Smile’.