Apple has announced that Apple TV+ is no more. The company says that Apple TV+ is being renamed simply “Apple TV” with a “vibrant new identity.”
The announcement was made alongside the reveal of the streaming release date for F1 The Movie, with a single sentence in the final paragraph of the press release.
The company 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.
Apple hasn’t shared any additional details about what exactly this “vibrant new identity” consists of. Presumably, we can expect new artwork and logos at some point. As of right now, nothing has actually changed. The Apple TV website still refers to the streaming service as “Apple TV+.” The Apple TV apps across various platforms also still refer to the streaming service as Apple TV+.
Apple, of course, also makes a hardware product called Apple TV. There’s also the Apple TV app, which consists of more than just Apple TV+ content. Maybe we’ll see some changes there? Who knows at this point.
9to5Mac’s Take
My first impression of this is … I don’t like it. While the Apple TV naming has always been messy, compounded by the confusing TV app, the “Apple TV+” brand was at least somewhat distinctive. Not necessarily clever or creative, but at least it separated it from Apple’s other TV products.
“Apple TV+,” however, did always imply there was a non-plus version of the Apple TV streaming service, which was never the case — unlike Apple News/Apple News+ and iCloud/iCloud+.
Whether or not this change leads to more or less confusion remains to be seen. What do you think? Let us know down in the comments.
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