Apple TV Plus has been renamed to… Apple TV

The Apple TV Plus streaming service is being rebranded with a “vibrant new identity,” according to the Cupertino company, and is “now simply Apple TV.” The ad is mentioned briefly at the bottom of Apple’s latest press release Regarding the December 12th live broadcast of F1 movie. At the time of writing, no changes have been made to the current Apple TV Plus branding Apple website or Press portal.

The change is likely to cause some confusion, since the new name is already used by the Apple TV app that allows users to buy or rent movies, and devices like Apple TV 4K. Even the wording in Apple’s ad highlights the confused branding, saying so F1 is available for purchase on Apple TV “before its global debut on Apple TV,” and that “Apple TV is available on the Apple TV app” on devices like… you get it, Apple TV.

Apple hasn’t shared any other details about the rebranding of its streaming service, so it’s not clear whether it will introduce an updated logo, or find other ways to differentiate it from existing products. We’ve asked Apple if any changes will be made to the Apple TV app and Apple TV devices, and will update if we hear back.