This week, the world of streaming television experienced a subtle but significant shift. Apple TV+, the streaming platform that made its mark with glossy originals and high-profile talent, quietly dropped the “+” from its name, rebranding itself simply as Apple TV. While this might sound like a minor tweak, the move has set off ripples across the entertainment industry and among viewers, signaling a new phase in the ever-evolving relationship between streaming and traditional television.
According to several media outlets, the rebranding took place between October 13 and 17, 2025, with Apple making little fanfare about the change. Yet, as reported by multiple sources, industry watchers and social media users were quick to notice—and to poke fun at—the decision. Journalist Jemele Hill captured the mood with a tongue-in-cheek tweet: “I just want to know how much they paid a firm to think of this. That’s the business I need to be in.” Her quip echoed the skepticism of many who see such branding exercises as expensive and, at times, unnecessary. But behind the jokes lies a deeper story about where streaming is headed.
This shift, as noted by industry commentators, is emblematic of a broader trend in which streaming services are shedding the very markers that once set them apart from traditional TV. The “+” symbol, which for years denoted a platform’s digital, on-demand edge, is now being retired by some of the biggest players. Apple’s move follows similar rebranding efforts by competitors: HBO’s journey from HBO Max to Max and back again, and CNN’s brief foray with CNN+, which was famously shuttered just a month after launch in 2022. The message is clear—streaming has become, for all practical purposes, the new television.
Against this backdrop, Apple TV’s content slate continues to expand. This week, the platform rolled out new seasons and fresh episodes for some of its most talked-about shows. Most notably, all five episodes of Mr. Scorsese are now streaming, offering a deep dive into the storied career of director Martin Scorsese. Directed by Rebecca Miller, the series covers all of Scorsese’s feature films and many of his acclaimed documentaries, though it skips his television work due to time constraints. The show blends generous film excerpts with new interviews featuring Scorsese himself, his collaborators, and longtime friends. For fans and cinephiles, it’s a rare treat to hear Scorsese speak at length about his upbringing, influences, creative process, and the highs and lows of his career. As one reviewer put it, “Anyone who’s watched any of Scorsese’s interviews and personal appearances already knows that he’s a loquacious talker, so it’s a pleasure to hear him speak at length about his background, his large family, his neighborhoods, his inspirations, his influences, his joys, his triumphs, his failures, and life in general. This is a must-watch.”
Meanwhile, Apple TV’s hit comedy Loot returned for its third season on October 15, 2025. Created by Matt Hubbard and Alan Yang, the series stars Maya Rudolph as Molly Wells, a woman who embarks on a journey of self-discovery after receiving an $87 billion divorce settlement from her tech billionaire husband, John Novak (played by Adam Scott). The show, which first debuted in June 2022, has been praised for its sharp humor and heartfelt storytelling. Season three picks up with Molly thriving as the head of her philanthropic organization, the Wells Foundation, while grappling with the fallout from her bold philanthropic moves and her complicated relationship with colleague Arthur (Nat Faxon).
The new season boasts an impressive ensemble cast, including Joel Kim Booster, Ron Funches, Michaela Jaé Rodriguez, and guest appearances by D’Arcy Carden, Adam Scott, and Henry Winkler. Maya Rudolph, who also serves as executive producer, has spoken candidly about the craft of comedy and the unique challenges of balancing humor with emotional depth. The casting process for Loot is helmed by Jill Anthony Thomas, Anthony J. Kraus, and Katrina Wandel George, who have drawn on a deep pool of comedic talent to keep the series fresh and engaging.
For aspiring actors, Loot serves as both inspiration and opportunity. Industry guides highlight the importance of timing, chemistry, and authenticity in comedy, and offer advice on how to break into the business. As the show continues to attract top-tier talent and guest stars, it’s also become a touchstone for those looking to understand what makes a comedy series resonate in today’s crowded TV landscape.
Elsewhere in the streaming world, Peacock TV has made waves with the release of all eight episodes of Devil in Disguise - John Wayne Gacy. The true crime docuseries revisits the chilling case of John Wayne Gacy, the notorious serial killer who shocked the nation in the late 1970s. The first episode, set in 1978, meticulously reconstructs the period and the impact of Gacy’s crimes on the families involved. The show’s measured, suspenseful tone and attention to historical detail have earned it praise from critics, though some viewers admit the subject matter can be difficult to stomach. “Watching the first episode nauseated me, so I need to take a break before watching more,” confessed one reviewer, acknowledging the emotional weight of the material. Nevertheless, for those drawn to true crime, the series promises a comprehensive exploration of the case and its aftermath.
All of these releases speak to the increasingly competitive landscape of streaming television, where platforms vie for attention with a mix of prestige documentaries, high-profile comedies, and gripping dramas. The rebranding of Apple TV+ to Apple TV is more than a cosmetic change—it reflects the maturation of streaming as a medium, one that is now indistinguishable from what used to be called “television.” As streaming giants continue to evolve, so too do the tastes and expectations of their audiences.
Yet, as the dust settles on Apple’s latest move, questions remain. Will dropping the “+” make a difference in how viewers perceive the platform? Does it signal a broader industry shift away from the novelty of streaming toward a new era of content-driven competition? Time will tell. For now, though, fans can sit back and enjoy a fresh slate of shows, whether they’re tuning in for the masterful insights of Martin Scorsese, the comedic brilliance of Maya Rudolph, or the chilling intrigue of true crime documentaries. The TV landscape may be changing, but the appetite for great storytelling remains as strong as ever.
