Apple TV+ quietly announces a rebrand - here's what to call it now

Apple TV+, the streaming service launched by Apple in 2019, has undergone a subtle rebranding. The company has opted to drop the "+" sign from the service's name, simplifying it to just "Apple TV." This change reflects a shift in Apple's approach to its video streaming platform. The rebranding comes as Apple continues to expand its content library and compete with other major streaming services, such as Netflix, Hulu, and Disney+. With the removal of the "+" sign, the service's name now aligns more closely with the broader Apple TV platform, which includes the Apple TV hardware device and the accompanying app. The article suggests that this rebranding is a quiet move by Apple, likely aiming to create a more cohesive and streamlined brand identity for its video streaming offerings. While the change may not significantly impact the user experience, it reflects Apple's ongoing efforts to enhance its presence in the rapidly evolving streaming landscape.