On Monday, Apple quietly rebranded its SVOD (subscription video on demand) service Apple TV+ as just “Apple TV.” The intention is to provide the streamer a “vibrant new identity,” Apple said, but as ...

First there was iTunes video, then Apple TV+, and now just Apple TV. Apple's rebranding of Apple TV+ means that it now has Apple TV, Apple TV, the Apple TV. Alongside its announcement of when its hit ...

Apple TV+ launched at a time when everyone was doing the ‘plus’ thing. It was a bit confusing, too. Apple TV+ lived inside the Apple TV app, which also houses content from other streamers. You could ...

All products featured here are independently selected by our editors and writers. If you buy something through links on our site, Gizmodo may earn an affiliate commission. Reading time 3 minutes Apple ...

Apple's planned Apple TV+ rebrand is official as of today, with Apple updating the ‌Apple TV‌+ page on its website to read just "‌Apple TV‌." Apple also shared a short YouTube video announcing the ...

Apple TV+ is dropping the plus sign for good. On Monday, Oct. 13, the streaming giant quietly revealed that "Apple TV+ is now simple Apple TV, with a vibrant new identity" in its announcement about ...

In what could be Apple's quietest and most subtle rebranding exercise in its history, Apple TV+ is slowly losing the Plus and confusingly becoming just "Apple TV." The Apple TV+ streaming service is ...