Currently, Apple TV+ is gaining traction thanks to Severance. However, beyond hits like Ted Lasso and Severance, the service has faced challenges achieving widespread recognition during its five-plus years in existence. My suggestion? A comprehensive rebranding of Apple TV+, drawing inspiration from Apple’s successful Beats branding strategy.
Beats serves as an ideal example of a successful Apple-owned brand
Over a decade ago, Apple purchased Beats for $3 billion, integrating its headphone, speaker, and music streaming business into the Apple ecosystem.
At that time, Beats Music, the streaming service, was likely the primary driver behind the acquisition, enabling Apple to launch what would become Apple Music the following year.
For the past ten years, Apple has allowed Beats to maintain its unique identity, focusing on products like the latest Powerbeats Pro 2 (review) and updated Beats Pill.
Throughout this period, Beats has successfully nurtured and reinforced its distinct brand identity.
While Apple owns Beats entirely, the brand doesn’t heavily feature Apple’s name, allowing Beats to resonate with a broader audience.
Beats creates products that excel for iPhone users yet remain compatible with Android devices.
Regardless of one’s opinion of Apple as a company, it’s possible to be a fan of Beats.
Apple TV+ stands to gain from a similar level of brand autonomy.
Apple TV+ requires distinct brand independence and clarity to succeed
I’ve previously noted that, despite its impressive content offerings, Apple TV+ faces significant branding challenges.
Explaining to average consumers that Apple TV+ is a distinct service from both the Apple TV app and the Apple TV 4K can be quite complicated.
Moreover, it exists within the Apple TV app, which also showcases content from various other streaming services and Apple’s digital storefront.
These confusing delineations warrant a rebranding effort. Additionally, Apple could benefit from having TV+ characterized as an independent brand like Beats.
The term Apple TV+ may lead to the perception that only dedicated Apple users can access the service, which is somewhat accurate—though TV+ is compatible with various smart TVs, there’s still no Android app available.
Moreover, the label “Apple TV+” carries the weight of all the challenges Apple faces as a corporation.
Concerns over antitrust regulations? Privacy disputes? iOS updates that negatively impact device performance? “Green bubble” discrimination? All these factors can harm Apple’s image in the eyes of potential streaming customers.
Conversely, Beats enjoys a level of insulation from such perceptions. No one associates Beats with these broader Apple-related issues.
Apple TV+ could greatly benefit from similar brand protection.
Reimagining the Apple TV+ brand for greater accessibility
Envision if Apple TV+ adopted an entirely new, catchy name that disconnected it from Apple.
This rebranded service could establish its unique identity with distinct colors, logos, and a standalone app (including availability on Android).
Many existing obstacles to Apple TV+’s mainstream success would then be addressed.
- Clarity on what the service offers: it’s a streaming platform, not a TV content aggregator or streaming device.
- Clear understanding of the target audience: it’s accessible to everyone, not limited to Apple enthusiasts.
- Elimination of any negative connotations linked to Apple: the service could establish its own reputation and potentially be viewed as trendy or enjoyable (attributes not commonly associated with Apple today).
Apple’s premium television and film offerings could receive the focus they deserve as technical and branding hurdles fade into the background.
Much like Beats, this streaming platform could operate largely independently—similar to how Apple TV+ functions currently—creating its own trajectory for long-term success.
Apple can still leverage its strengths, such as bundling the service with Apple One, pre-installing the app on all iPhones, iPads, and Macs, investing marketing resources, and any additional strategies that would enhance the rebranded service.
Ultimately, allowing the streaming service to evolve as its own entity could lead to unprecedented growth.
Do you think Apple TV+ could benefit from a brand overhaul? Share your thoughts in the comments.
Apple TV+ is available for $9.99 per month and features popular shows and films like Ted Lasso, Severance, The Morning Show, Silo, and Shrinking.
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