Apple on Monday quietly rebranded its streaming service. In a press release announcing its streaming plans for the summer blockbuster F1: The Movie, the tech giant dropped the “+.”
“Apple TV+ is now simply Apple TV, with a vibrant new identity,” the release reads — though as of press time, the “+” branding still appears across the platform’s website and app. (TVLine has reached out to Apple for comment.)
The rebrand comes just weeks after the streamer raised its subscription fee by 30 percent, from $9.99 to $12.99 per month. The new pricing went into effect on Thursday, Aug. 21.
In announcing the hike, Apple noted that Apple TV remains the only major streaming service without a lower-cost, ad-supported tier. It also cited its “deep library” as justification for the increase.
F1: The Movie will join that library on Friday, Dec. 12.
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