Apple exec on Apple TV rebranding: ‘Let’s do it’

We have some new insights into the confused Apple company Rename Apple TV Plus to Apple TVcourtesy of an interview with the company’s Senior Vice President of Services, Eddy Cue. talk on City PodcastCue said no consultants were involved, and that it was a collective decision to drop “Plus” from the streaming service because everyone was already calling it Apple TV.

Plus was included in the original name because that’s what Apple uses to distinguish paid versions of its free services, like iCloud Plus and News Plus. “We stayed consistent because of that, but we all called it Apple TV and said, given where we are today, it’s a great time to do this, so let’s do it,” Keough said.

Cue also brushed off concerns that the rebranding could create confusion between the streaming service, Apple TV devices, and the Apple TV app. “Our hardware is called Apple TV 4K for your TV. I think that’s cool, and the app is called Apple TV,” Cue said. “It’s called Apple TV in our third-party products as well, so I don’t think this will be an issue at all.”