SOPA Images/Contributor/LightRocket via Getty Images Follow ZDNET: Add us as a preferred source on Google. ZDNET's key takeaways Apple TV+ is rebranding by losing its plus sign. The announcement was made at the bottom of an unrelated release. Apple TV is now the name of three services or products. There's no longer a plus appended to Apple's streaming service. Buried at the bottom of a press release about F1 The Movie making its streaming debut later this year, Apple quietly announced "a vibrant new identity" for Apple TV+. Also: The best live TV streaming services: Expert tested "Apple TV+," the statement reads, "is now simply Apple TV." The release went on to make several references to Apple TV without the plus (including "Apple TV is available on the Apple TV app"). The streaming service's official site still bears the old name and logo. The company didn't give a reason for why it's dropping the plus, and also didn't explain if the actual Apple TV product would also be getting a rebrand. If that's not confusing enough, Apple TV is also the name of the television app that comes preinstalled on iPhones and iMacs. This would be the first identity change for the service, which debuted in 2019 and just raised its subscription price a few months ago. It echoes similar name changes we've seen on services like Paramount+ and HBO Max, which dropped and then returned to its original name. The addition of a "plus" often indicates that there's a free or basic version of that service, true in the other services where Apple used the mark like iNews+ or iCloud+ -- but that wasn't the case here. The plus did serve to separate this Apple TV from the other two Apple TVs, though, as now you can watch Apple TV on Apple TV on your Apple TV. Get the morning's top stories in your inbox each day with our Tech Today newsletter. While Apple TV is the home of several award-winning shows, and even a best-picture winner, it hasn't quite caught on as well as other streaming services. I've reached out to Apple for more details and to confirm the change.