Apple TV+ undergoes rebrand, now known as Apple TV

Noticing that the “+” was abruptly minus-ed from the logo for the tech leviathan’s video streaming service, Variety looked into it and found a mention that “Apple TV+ is now simply Apple TV, with a vibrant new identity,” in the press release for the upcoming debut of Apple Studios’ blockbuster hit F1:The Movie in the now-nonplussed service’s catalog. The “vibrant” part is also pretty accurate as there will be a subtle rainbow spectrum gradient on the app icon in the next iOS update.

The rebrand follows that of HBO Max to just “Max” which then de-rebranded to HBO Max. Disney+, Paramount+, ESPN+, AMC+, BET+, MGM+, Hallmark+, NASA+, and Truth+ remain fully plussed.

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