There’s a new Apple TV set-top box on the way that may or may not help this rebrand make sense.
Apple hopes users are ready to settle deep into the couch hollow made by their tushy and repeatedly rewatch Severance until that new F1 The Movie film starts streaming. Among a host of new products Apple is likely to launch this week, we’re expecting a new set-top box to replace that aging 4K unit from 2022. But that’s not all it’s up to on the streaming front: It’s also rebranding Apple TV+ to, simply, “Apple TV.”
Why minus the plus from Apple’s TV products? It seems that the California company has a broader idea of where it can take its tvOS and Apple TV app (not to be confused with the streaming service, or the physical device, that now share its name).
In a press release about the F1 movie, Apple said the change from “TV+” to “TV” offers “a vibrant new identity.” What the hell does that mean? Apple TV+ users certainly aren’t sure, with many on Reddit speculating about the change’s implications for their ecosystem. Apple itself isn’t helping anyone disentangle its name change, clarifying merely that “Apple TV is available on the Apple TV app.
