Apple is Rebranding Apple TV+ to Apple TV … For Some Reason

In one of the stranger rebranding decisions I can think of, Apple said it will rename Apple TV+ to Apple TV.

As strange, Apple buried this news in an announcement about a movie.

“Apple TV+ is now simply Apple TV, with a vibrant new identity,” a news release about the movie F1 notes. “Ahead of its global streaming debut on Apple TV, [F1] continues to be available for purchase on participating digital platforms, including the Apple TV app, Amazon Prime Video, Fandango at Home and more.”

This change hasn’t made its way to the Apple website, which still lists top-level tabs for Apple TV 4K (the hardware), Apple TV app, and Apple TV+ in its TV & Home section. The Apple TV+ page likewise doesn’t mention the change, and neither does the dedicated Apple TV+ website.

But it looks like Apple will soon use the Apple TV name for at least three products: Its living room set-top box hardware, the app, and the streaming service. Smart!