"When a brand becomes iconic, simplicity is the ultimate flex."
"Apple's suggesting now that it no longer needs the '+' to prove that it's streaming."
"anyone's going to miss the plus."
Apple's paid streaming service dropped the '+' and now uses the name Apple TV. The service name now matches the preinstalled Apple TV app on iPhones, iPads, and Macs and the Apple TV hardware device, including the Apple TV 4K. Branding experts described the move as confident and mature, saying simplicity signals authority and that the service no longer needs a '+' to prove it streams. Apple tied the rebrand announcement to the streaming release date for "F1: The Movie." Apple called the change part of a "vibrant new identity," and further changes remain unclear.
Read at Business Insider
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