Apple TV Prime

The Cupertino company has announced a rebranding of its Apple TV Plus streaming service, giving it a “vibrant new identity” and renaming it simply Apple TV. This change was briefly mentioned in Apple’s recent press release about the upcoming streaming debut of F1 The Movie. As of now, there have been no visible changes to the current branding on Apple’s website or press portal.

The rebranding may lead to confusion as the new name is already associated with the Apple TV app for purchasing or renting movies, as well as the Apple TV 4K hardware. The wording in Apple’s announcement further emphasizes this confusion, mentioning that F1 can be purchased on Apple TV “ahead of its global streaming debut on Apple TV,” and that “Apple TV is available on the Apple TV app” on devices like Apple TV.

Apple has not provided any additional details about the rebranding of its streaming service, leaving it unclear if there will be a new logo or other distinguishing features. Inquiries have been made to Apple regarding any potential changes to the Apple TV app and hardware, with updates pending.