Apple TV+ has officially been rebranded. The ‘+’ has been dropped and the service will simply be known as Apple TV.
Apple first slipped the news of the rebrand into a media release about the streaming release of F1: The Movie
The offical statement says:
Apple TV+ is now simply Apple TV, with a vibrant new identity. Ahead of its global streaming debut on Apple TV, the film continues to be available for purchase on participating digital platforms, including the Apple TV app, Amazon Prime Video, Fandango at Home and more.
Renaming the service means the name is being used for both a hardware product and a service. Naming the hardware and software identically could lead to expectations of service bundling.
In the Steve Jobs biography written by Walter Isaacson, Jobs said that he had finally “cracked TV” suggesting a new hardware/software system for watching TV. In the year 14 years since Jobs passed, a lot has changed in the world of TV.
Apple’s approach has evolved significantly since then.
Anthony is the founder of Australian Apple News. He is a long-time Apple user and former editor of Australian Macworld. He has contributed to many technology magazines and newspapers as well as appearing regularly on radio and occasionally on TV.