"On October 13, in a press release about F1: The Movie, Apple TV+ nonchalantly slipped in a line that from here on out it will be known simply as "Apple TV, with a vibrant new identity." The streaming service's new name is the same as Apple's connected smart TV device product and app-effectively merging all of the brand's TV-centric products under one moniker."
"When streaming services first became popular in the mid-2010s, broadcast companies were tasked with creating streamer names that helped users understand the value proposition of the service. The "Plus," after it was adopted by an initial few companies, quickly became a recognizable shorthand for "streamer." Today, though, consumers are much more familiar with the joys ( and, often, frustrations) associated with the many streaming services available to them."
Apple TV+ has been renamed Apple TV, aligning the streaming service's name with Apple's connected TV device and app to unify TV-focused products under one brand. The '+' suffix became a common shorthand for streaming services during the mid-2010s as companies used names to communicate value. Consumers increasingly omit 'Plus' in casual conversation, reflecting familiarity with streaming offerings. Streaming services have shifted from side offerings to core products, prompting brands to simplify identities to stand out. The ubiquity of '+' contributes to category sameness, and several streamers have adjusted branding to reduce noise and differentiate themselves.
Read at Fast Company
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