Apple has announced that the streaming service Apple TV+ will be rebranded as Apple TV in a recent press statement. The announcement was buried in a press release about the streaming date reveal for F1 The Movie. It was made in a single line hidden towards the end of the press release:
"Apple TV+ is now simply Apple TV, with a vibrant new identity"
Here's everything we know about the recent rebranding and the effect it might have on the user experience.
Apple TV+ rebrands itself as Apple TV in a recent announcement

The six-year-old streaming service is home to critically acclaimed shows such as Severance, Slow Horses, and Your Friends and Neighbours. Previously known as Apple TV+, it will be known as Apple TV moving forward.
The rebranding comes after the streaming service raised its subscription prices in August by 30%, from the original $9.99 to $12.99 per month. The rebranding might be a precursor to bigger changes in the streaming service. It is worth noting that, since Prime Video has also included advertisements, Apple TV is currently the only streaming service without an advertising-supported tier subscription plan.
The name Apple TV for the streaming service is also the name of Apple’s smart TV product and the Apple TV app, which offers access to original Apple TV+ content as well as other content. This might be confusing for users trying to differentiate between the three products, which are now all named "Apple TV."
The announcement about the name change was buried in a press release about F1 The Movie, which is set to premiere on December 12. There has been no official statement from an Apple executive regarding the rebranding.
This is the first name change for the platform since its launch in 2019, while contemporaries such as Paramount+ and HBO Max have undergone several changes. Nevertheless, the rebranding signals an attempt at unification from the streamer. At the time of writing, the streaming service page continues to be named Apple TV+, but the change will likely be reflected across the service soon.

Until then, here is a look at some of the upcoming content from the streaming service:
1: Loot is set to return with a brand-new season on October 15. An official trailer for Loot Season 3 was revealed just a few weeks ago, featuring Maya Rudolph as Molly Novak and Nat Faxon as Arthur.
2: A docuseries following the globally acclaimed filmmaker Martin Scorsese's career, Mr. Scorsese, is set to premiere on October 17.
3: A brand-new show, Down Cemetery Road, is set to premiere on October 29.
4: Pluribus is another new series set to premiere on November 9.
5: A brand-new season of Palm Royale is set to be released on November 12.
6: Prehistoric Planet will also return with a new season on November 26.
7: Wondla Season 3 will premiere on November 26 as well.
Keep following Soap Central for more such exciting updates!