Apple TV+ launched at a time when everyone was doing the ‘plus’ thing. It was a bit confusing, too. Apple TV+ lived inside the Apple TV app, which also houses content from other streamers. You could ...

Apple didn’t host a flashy keynote, roll out celebrity ads, or plaster billboards across Times Square. The Apple TV rebrand was buried nine paragraphs deep in a press release for F1: The Movie. The ...

At the same time, Apple TV is the only major streaming service that does not have an advertising-supported tier. While Apple ...

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Streaming services love a rebrand, so here’s the latest one: Apple TV+ is dropping the plus sign and simply becoming Apple TV. “Apple TV+ is now simply Apple TV, with a vibrant new identity,” the tech ...