It’s been an interesting few months in the streaming service branding space. Warner Bros. Discovery Max brought back to HBO Max After a puzzling decision to reduce the name in the first place. Disney made Hulu a “global general entertainment brand” on Disney+ when it did so Star Hub has been rebranded On service. Now Apple would like you to know that it is changing the name of its streaming service as well. From now on, Apple TV+ is now just Apple TV.
The company revealed the news in a very low-key manner, at the end press release About when F1 film It will be available on Apple TV, the monthly subscription streaming service (December 12, FYI). “Apple TV+ is now just Apple TV, with a vibrant new identity,” the company said, without elaborating.
Apple likes to keep things clean, and deleting the plus sign is one way to do that. But oversimplification can cause greater confusion.
As Apple said in its own press release, “Apple TV is available on the Apple TV app” and “for a limited time, customers who purchase and activate a new iPhone, iPad, Apple TV, or Mac can enjoy three months of Apple TV for free.” Didn’t anyone on Apple’s (generally very effective) marketing team spot the problem with this? Buying an Apple TV to get a free Apple TV seems like a recurring capitalist fever dream that will never end.
Currently, you can turn on your Apple TV to open the Apple TV app to watch Apple TV. There are a lot of things in the Apple TV app that aren’t actually shows or movies on Apple TV and you may have to pay for them separately. The press release also states that you can watch F1 Now, if you purchase it on Apple TV through the Apple TV app, you won’t have to wait for the movie to premiere online on Apple TV. What a mess.
Apple hasn’t fully rolled out the change yet, as there are still plenty of references to “Apple TV+” on the streaming service’s website. It’s still referred to as Apple TV+ in the App Store’s list of TV apps, too. I’m interested to see how confusing things will really get if Apple unveils an updated Apple TV in the coming months. You know, this is the device that you can use to watch Apple TV.
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