It’s just Apple TV now, no plus.
Apple has rebranded its six-year-old streaming service Apple TV+ to Apple TV — which is the same name as its connected smart TV device product and app.
The tech company quietly revealed the news Monday in a press release announcing the streaming debut for its “F1: The Movie,” stating: “Apple TV+ is now simply Apple TV, with a vibrant new identity.”
Representatives for Apple did not immediately respond to Variety‘s request for further comment on the decision, which leaves the streaming service, device and app with the same name.
Formerly known as Apple TV+, Apple’s paid streaming service launched in November 2019 with “The Morning Show” and a slew of other originals starring A-list talent as its starting lineup, amid the standalone streaming service wars between Disney, Paramount, HBO, Netflix, Amazon and more.
This marks the first name change for the platform, while its competitors, including HBO Max and Paramount+, have undergone a couple rounds of switches (and some changing back).
Since the launch of Apple’s streaming service, Apple’s original films, documentaries and series have earned 553 wins and 2,562 award nominations and counting, including the multiple Emmy-winning series “Ted Lasso,” “The Studio” and “Severance,” as well as Oscar best picture winner “Coda.”
Other notable Apple TV originals include “Pluribus,” “Slow Horses,” “Presumed Innocent,” “Shrinking,” “Dope Thief,” “Your Friends and Neighbors,” “The Buccaneers,” “Foundation,” “Invasion,” “Loot,” “The Last Frontier,” “Acapulco,” “Chief of War,” “Palm Royale,” “For All Mankind,” “Schmigadoon!,” “See,” “Dickinson” and “Pachinko.”
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