Apple’s streaming service gets harder to tell apart from its streaming app, box

Apple has lightly rebranded its video-on-demand streaming service. The Netflix rival that has brought us critically acclaimed shows and movies like Slow Horses and The Lost Bus has gone from Apple TV+ to Apple TV.

Apple announced the name change today in a press release that was primarily about the film F1: The Movie coming to its streaming service on December 12. Unlike previous announcements, however, today’s release referred to the streaming service as Apple TV, instead of Apple TV+. The announcement reads:

Apple TV+ is now simply Apple TV, with a vibrant new identity.

Apple didn’t specify how its streaming service’s “identity” has changed at all. As of this writing, accessing Apple’s streaming service via a browser or smart TV app still shows the original Apple TV+ branding.

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