Apple is doing away with the “Plus” from its streaming video service, and will market the platform as “Apple TV” moving forward. The change was quietly slipped into a press release promoting the ...

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 ...

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 ...

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 ...

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Apple’s streaming service is getting a low-key rebrand. According to a press release announcing the imminent arrival of Apple’s big racing blockbuster F1 on streaming, the company revealed that Apple ...

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 ...

Michelle is Lifehacker's Associate Tech Editor, and has been reviewing games, laptops, phones, and more for over 10 years. She is based in New York City and holds a master's degree from NYU. October ...