AppleTV+ Quietly Rebrands With a Name Change

AppleTV+ is no longer AppleTV+. The streaming giant quietly rebranded, dropping the "plus" from its name.

"Apple TV+ is now simply Apple TV, with a vibrant new identity," the company announced Monday in a press released centered on F1 The Movie. "Ahead of its global streaming debut on Apple TV, the film continues to be available for purchase on participating digital platforms, including the Apple TV app, Amazon Prime Video, Fandango at Home and more."

While little is revealed about the decision behind the subtle name change, the tech company explained that Apple TV is available in more than 100 countries and regions, reaching more than 1 billion screens.

Apple is not the first streaming company to undergo a rebrand in recent months.

Just two years after HBO Max dropped the "HBO" from its name, the company announced it would be reverting its streaming division back to its original name.

“Returning the HBO brand into HBO Max will further drive the service forward and amplify the uniqueness that subscribers can expect from the offering," the company announced in May, though the change took effect in July. "It is also a testament to WBD’s willingness to keep boldly iterating its strategy and approach — leaning heavily on consumer data and insights — to best position itself for success."