Apple very quietly rebrands Apple TV+

Hidden deep in a media release for the US streaming release of the Brad Pitt movie F1 was an announcement by Apple that it is rebranding the Apple TV+ streaming service.

Very few details were revealed by Apple, with the company revealing in a paragraph at the end of the media release that Apple TV+ going forward will be branded as 'Apple TV.'

As per Apple: "Apple TV+ is now simply Apple TV, with a vibrant new identity. Ahead of its global streaming debut on Apple TV, the film continues to be available for purchase on participating digital platforms, including the Apple TV app, Amazon Prime Video, Fandango at Home and more."

The Apple TV+ brand was created to avoid confusion with the Apple TV hardware product that the company also produce. The Apple TV is used to add connectivity to television sets, debuting in a pre-smart TV 2007. The company continues to release updates to Apple TV hardware, with seven updates to the hardware released since 2007. While a new hardware update is yet to be announced by Apple, it is believed by Apple speculators that an update is set to be announced before the end of the year.

The Apple TV hardware has never been a major product for Apple and the company doesn't break out sale volumes for the product, but it is believed that the Apple TV product has sold over 50 million units since launch.

With the rebranding of the TV streaming service and rumours that the new Apple TV may have additional functionality like a camera built into it, it raises questions as to whether the Apple TV hardware will also be rebranded when the next iteration is released.

The F1 movie, the actual focus of the media release, will have its global streaming debut on Apple TV on Friday 12 December.

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