"We stayed consistent because of it, but we all called it Apple TV, and we said, given where we are today, it's a great time to do it, so let's just do it,"
"Our hardware is called Apple TV 4K for your TV. I think that's fine, and the app is called Apple TV,"
"It's been called Apple TV on our third-party products as well, so I don't think that'll be a problem at all."
No consultants were involved in the rebrand; the decision to drop 'Plus' from the streaming service was collective because most users already referred to it as Apple TV. The 'Plus' suffix had been used to follow Apple’s naming pattern for paid versions of free services, such as iCloud Plus and News Plus. Consistency with that pattern influenced the original name, but common usage drove the change. The company anticipates minimal confusion between the streaming service, Apple TV hardware, and the Apple TV app. The hardware is named Apple TV 4K, the app is Apple TV, and third-party products also use the Apple TV name.
Read at The Verge
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