"I was thrilled this week when Apple issued a press release announcing that its original film, F1 The Movie, starring Brad Pitt, would make its streaming debut on the company's video service December 12. But it wasn't the news about the movie that excited me. Rather, it was a small line at the end of the press release that quietly announced something else: "Apple TV+ is now simply Apple TV, with a vibrant new identity.""
"The '+' branding on Apple TV+ always bugged me. Whenever I looked at it, I thought, 'Apple TV plus what?' Apple News offers a free base version and a paid version that gets you more content, called 'Apple News+,' which makes sense. But there's never been a free version of Apple's video streaming service, so what was the '+' signifying? The '+' branding had also grown increasingly tiresome over the years, as nearly every streaming service added the mathematical operator onto its name."
"Until this week, Apple had been leaning hard into the '+' branding for years-nearly as hard as it did to the much more iconic 'i' branding in the early 2000s. Apple debuted its first '+' branding all the way back in October 2011 with its AppleCare+ extended warranty program, which covered accidental damage to a user's iPhone. It used an alphabetic version of the nomenclature with the iPhone 6 'Plus' model in 2014."
Apple renamed its streaming service from Apple TV+ to Apple TV and introduced a vibrant new identity. The '+' suffix had long felt unnecessary for the video service because there was no free base tier, making the symbol confusing. Apple began using '+' in 2011 with AppleCare+ and later extended it to products and services such as the iPhone 6 Plus, Apple News+, Apple TV+, and Apple Fitness+. The '+' convention proliferated across streaming providers, becoming a tiresome naming trend. The rebrand eliminates the plus and signals an opportunity to reduce reliance on the overused '+' naming convention.
Read at Fast Company
Unable to calculate read time
Collection
[
|
...
]