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                      Apple TV+ Rebranded to Just Apple TV

   Adam Engst

   At the bottom of a press release about the global streaming debut of F1
   The Movie, [1]Apple writes:

     Apple TV+ is now simply Apple TV, with a vibrant new identity.

   Yes, that means you'll watch Apple TV (the streaming service) in Apple
   TV (the app) using Apple TV (the digital media player). From now on,
   those of us who write about Apple will have to treat 'Apple TV' as a
   modifier or work hard to create clarity through context. The very next
   paragraph in Apple's press release runs smack into this issue:

     Apple TV is available on the Apple TV app in over 100 countries and
     regions, on over 1 billion screens, including iPhone, iPad, Apple
     TV, Apple Vision Pro, Mac'¦

   While 'Apple TV+' may not have been the most inspired name, removing
   the '+' hardly qualifies as creating a 'vibrant new identity.' Craig
   Federighi's WWDC jokes about Apple's 'crack product marketing team'
   being 'fully baked' are starting to feel less like humor and more like
   accurate commentary.

References

   1. https://www.apple.com/tv-pr/news/2025/10/apple-original-films-blockbuster-feature-f1-the-movie-from-joseph-kosinski-to-make-global-streaming-debut-on-friday-december-12-2025/

.