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 anyone with a second grade education knows, minus-ing a plus can often result in a negative.
Apple buried its TV+/TV rebrand in a press release announcing the streaming premiere date (Dec. 12) for its F1 movie starring Brad Pitt. As of this writing, the core Apple streaming app, the one with Severance, still showed Apple TV+ badging.
There is just one problem with the rebrand: Apple TV is already the name of something. Apple’s popular connected-tv device, which competes with Amazon’s Fire Stick and Roku devices, is called Apple TV (and has been since 2007). Apple TV, like…
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