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1h ago

Apple Rebrands Apple TV+ as Apple TV

Quietly disclosed in an F1 press release, the rename leaves the timing and look of the new identity unspecified.

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Overview

  • Apple confirmed the name change in a single line at the end of its press release for F1: The Movie, which begins streaming December 12.
  • The company described a “vibrant new identity” for the service but did not detail any visual changes or branding elements.
  • As of the latest reports, Apple’s website and apps still display Apple TV+ branding, signaling that rollout has not yet reached consumer-facing platforms.
  • Using the Apple TV name for the paid service overlaps with the Apple TV hardware and the Apple TV app, raising potential for consumer confusion.
  • Apple lists the service at $12.99 per month with a seven-day free trial in over 100 countries on more than 1 billion screens, and it has not provided further comment on the rebrand.