Apple TV+'s rebrand might seem silly, but branding experts say it's a smart move

Cătălin Roșioru

Are you ready to watch Apple TV on your Apple TV through the Apple TV app? Apple's paid streaming service has ditched its plus sign and is now called Apple TV, rather than Apple TV+. The tech giant quietly announced this rebrand in a press release about the streaming release date for "F1: The Movie." Apple TV is also the name of the TV app that's preinstalled on iPhones, iPads, and Macs. And Apple's hardware device, similar to a Roku or Amazon Fire TV Stick, is known as Apple TV as well, though

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