"It looks like Apple's team is on a hot streak of brand identity refreshing lately. A month ago, Apple removed the "Plus" iPhone from its portfolio and substituted it with an Air model. A few months prior to that, every major operating system with a numerical identifier was uniformly updated to version 26. The next in line for the branding is the company's streaming TV platform: Apple TV+ is no more, and is being replaced by Apple TV. Why did Apple make the move?"
""We put the Plus in there because we've used it in our other services," Eddy Cue, Apple's senior vice president of Services, said in an interview on The Town podcast. "We do that when we have a free service, and then there's a paid version. We stayed consistent because of it. But we all called it Apple TV, and we said, you know, given where we are today, it's a great time to do it. So let's just do it.""
Apple removed the Plus suffix from its streaming service, changing Apple TV+ to Apple TV. Executives said the change reflected how users already referred to the service and that Plus had been used historically to distinguish free and paid tiers. The Plus label remains on other services such as News+, Fitness+, and iCloud+. The renaming prompted confusion and ridicule online, with users noting ambiguity between the Apple TV app/platform and the Apple TV hardware set-top box. Company statements framed the move as a timing and naming choice rather than a major shift in strategy.
Read at SlashGear
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