Drop the +, it looks cleaner: Apple rebrands “Apple TV+” as “Apple TV”

Apple TV+ is rebranding to simply “Apple TV,” a move announced quietly in a press release. This name change, the platform’s first in six years, creates potential confusion as “Apple TV” is also the name of the company’s set-top box and app. The streaming service, launched in 2019, has garnered numerous awards for its original content.