Apple TV+ quietly announces a rebrand – here’s what to call it now

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ZDNET’s key takeaways

• Apple TV+ is rebranding by shedding its plus signal.
• The announcement was made on the backside of an unrelated launch.
• Apple TV is now the title of three companies or merchandise.

There is no longer a plus appended to Apple’s streaming service.

Buried on the backside of a press launch about F1 The Movie making its streaming debut later this 12 months, Apple quietly introduced “a vibrant new id” for Apple TV+.

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“Apple TV+,” the assertion reads, “is now merely Apple TV.” The discharge went on to make a number of references to Apple TV with out the plus (together with “Apple TV is offered on the Apple TV app”). The streaming service’s official site nonetheless bears the outdated title and brand.  

The corporate did not give a cause for why it is dropping the plus, and likewise did not clarify if the precise Apple TV product would even be getting a rebrand. If that is not complicated sufficient, Apple TV can also be the title of the tv app that comes preinstalled on iPhones and iMacs. 

This is able to be the primary id change for the service, which debuted in 2019 and simply raised its subscription price a couple of months in the past. It echoes related title modifications we have seen on companies like Paramount+ and HBO Max, which dropped and then returned to its unique title. 

The addition of a “plus” usually signifies that there is a free or fundamental model of that service, true within the different companies the place Apple used the mark like iNews+ or iCloud+ — however that wasn’t the case right here. The plus did serve to separate this Apple TV from the different two Apple TVs, although, as now you possibly can watch Apple TV on Apple TV in your Apple TV.

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Whereas Apple TV is the house of a number of award-winning exhibits, and even a best-picture winner, it hasn’t fairly caught on in addition to different streaming companies. 

I’ve reached out to Apple for extra particulars and to substantiate the change.