"There is just one problem with the rebrand: Apple TV is already the name of something. Apple's popular connected-TV device, which competes with Amazon's Fire Stick and Roku devices, is called Apple TV (and has been since 2007). Apple TV, like a Fire Stick or a Roku, essentially turns a not-smart-TV into a smart TV, serving as the idiot box's gateway to streaming video via an HDMI connection."
"The intention is to provide the streamer a "vibrant new identity," Apple said, but as anyone with a second grade education knows, minus-ing a plus can often result in a negative. Apple buried its TV+/TV rebrand in a press release announcing the streaming premiere date (Dec. 12) for its F1 movie starring Brad Pitt."
Apple renamed its subscription streaming service Apple TV+ to Apple TV, aiming for a "vibrant new identity." The rename conflicts with the existing Apple TV connected-TV device name, which has been used since 2007 and turns non-smart TVs into smart TVs via HDMI. The rebrand appeared quietly inside a press release about the Brad Pitt F1 movie, while the core streaming app still displayed Apple TV+ badges. The move raises potential plans for an ad-supported tier, since Apple TV+ is the only major streamer lacking a cheaper, ad-supported option and Apple has hired TV advertising veterans.
Read at The Hollywood Reporter
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