"Buried at the bottom of a press release about F1 The Movie making its streaming debut later this year, Apple quietly announced "a vibrant new identity" for Apple TV+. Also: The best live TV streaming services: Expert tested "Apple TV+," the statement reads, "is now simply Apple TV." The release went on to make several references to Apple TV without the plus (including "Apple TV is available on the Apple TV app"). The streaming service's official site still bears the old name and logo."
"The company didn't give a reason for why it's dropping the plus, and also didn't explain if the actual Apple TV product would also be getting a rebrand. If that's not confusing enough, Apple TV is also the name of the television app that comes preinstalled on iPhones and iMacs. This would be the first identity change for the service, which debuted in 2019 and just raised its subscription price a few months ago."
"It echoes similar name changes we've seen on services like Paramount+ and HBO Max, which dropped and then returned to its original name. The addition of a "plus" often indicates that there's a free or basic version of that service, true in the other services where Apple used the mark like iNews+ or iCloud+ -- but that wasn't the case here."
Apple removed the plus sign and renamed Apple TV+ to Apple TV. The change was announced quietly at the bottom of a press release about F1 The Movie. The streaming service's official site and logo still display the old Apple TV+ name. Apple did not explain reasons for dropping the plus or whether the Apple TV hardware or app would be rebranded. Apple TV remains the name of multiple products: the streaming service, the Apple TV app, and the Apple TV hardware. The move mirrors other streaming name changes and may increase consumer confusion.
Read at ZDNET
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