Warner Bros. has officially walked back one of its most controversial branding decisions in recent streaming history. The company has rebranded its streaming platform from Max back to HBO Max, with the new (or rather, old) name now live across its website and mobile apps.
The switch comes just months after Warner Bros. Discovery announced in May that the Max brand would be dropped in favor of HBO Max once again. As of today, Max.com now redirects to hbomax.com, and the Apple App Store and Google Play Store listings have been updated to reflect the branding shift. Users don’t need to take any action—existing apps are updating automatically. One App Store patch note summed it up cheekily:
“Same app. New-ish name. The plot twist everyone has been waiting for: Max is now HBO Max.”
This marks the end of an ill-fated rebranding effort that began in 2023 when HBO Max was renamed to Max, an attempt to broaden the service’s appeal beyond HBO content. The move was widely criticized for stripping away the prestige and recognition associated with the HBO name, a misstep often compared to the infamous New Coke debacle.
HBO Max originally launched in 2020 to unify Warner Bros.’ streaming content under one umbrella. Since then, the company has undergone significant corporate restructuring, including a high-profile merger between WarnerMedia and Discovery. That merged entity is now in the process of splitting into two again: one group housing HBO and Warner Bros. entertainment properties, and another encompassing CNN, Discovery Plus, and sports and news brands.
With the return of the HBO Max name, Warner Bros. seems to be leaning back into the brand identity that made its service stand out in the crowded streaming market.
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