This is one rebranding that will be known for being very quiet instead of going to town with the change. Apple has rebranded its streaming service to Apple TV, dropping the + sign, though the app, till the time of writing this report yesterday, continued to flaunt the Apple TV+ name.

Observers also stated that Apple’s streaming service and TV set-top-box will now be carrying  the same name — Apple TV.

The rebranding, surprisingly, was not itself a media statement from Apple. The development was buried deep down in a press release issued on October 13 about the arrival of the theatrical hit and Brad Pitt-starrer ‘F1 The Movie’ on the streaming service in December.

“Apple TV+ is now simply Apple TV, with a vibrant new identity,” the Apple press release on ‘F1 The Movie’ stated towards the end in a cryptic message without elaborating the reasons behind the rebranding.

Meanwhile, according to appleinsider.com, the press release for ‘The Last Frontier’, dated October 10, is headlined using the Plus version of the brand and refers to it as Apple TV+ initially. However, at the end, it refers to the streaming service by its non-Plus name. (https://appleinsider.com/articles/25/10/13/apple-tv-loses-the-plus-in-apples-quietest-rebranding-exercise-ever)

The report added it remains to be seen how long people will have to wait to see the change to the new shorter name.

Apple TV is available on the Apple TV app in over 100 countries and regions, including iPhone, iPad, Apple TV 4K, Apple Vision Pro, Mac, popular smart TVs from Samsung, LG, Sony, VIZIO, TCL and others, Roku and Amazon Fire TV devices, Chromecast with Google TV, PlayStation and Xbox gaming consoles, and at tv.apple.com.