Spot the difference: Apple has rebranded its TV service as part of a 'vibrant new identity' – so, can you see what has changed?
It's one of the most popular subscriptions around the world.
But Apple TV+ is no more – as Apple has quietly rebranded its streaming service.
'Apple TV+ is now simply Apple TV, with a vibrant new identity,' the tech giant explained in the bottom of a press release on the streaming debut of its film, 'F1 The Movie'.
While the reason for the change remains unclear, some fans are speculating that it suggests new hardware could be on its way.
Taking to X, Tom Warren, Senior Editor at The Verge, said: 'Apple TV Plus is being rebranded to…Apple TV.
'I wonder if this means we're getting new Apple TV hardware this week.'
However, others are less convinced, and have called the rebrand 'confusing.'
'Apple TV+ is now… just Apple TV?! Will they rebrand the set top box or just continue trying to keep it confusing?!' one sceptic asked.
It's one of the most popular subscriptions around the world. But Apple TV+ is no more – as Apple has quietly rebranded its streaming service
'Apple TV+ is now simply Apple TV, with a vibrant new identity,' the tech giant explained
The confusion stems from the fact that Apple already has a £149 device called Apple TV, as well as an existing app called Apple TV.
Taking to X, one user joked: 'i gotta get me one of them apple tv things so I i can watch apple tv on apple tv on the apple tv. Great rebrand. 10/10.'
Another added: 'Now it's even more confusing! Watch Apple TV using the Apple TV app on your Apple TV.'
And one joked: 'Minds will be blown when they rebrand to "Apple".'
To make matters worse, Apple is yet to adjust the branding across all of its platforms, with the UK app still showing 'Apple TV+' at the time of writing.
However, branding experts say the change is a 'smart move'.
Speaking to Business Insider, Matt Sia, the executive creative director at Pearlfisher, explained: 'When a brand becomes iconic, simplicity is the ultimate flex.
'Apple's suggesting now that it no longer needs the '+' to prove that it's streaming.'
This isn't the first time a tech firm has raised eyebrows with a controversial rebrand.
In 2021, Mark Zuckerberg was mercilessly mocked after announcing that he was changing Facebook Inc's name to Meta.
The social media giant's founder explained that the rename was introduced is an effort to distance Facebook from mounting scandals.
However, users on X were quick to quip that the name suggested that the company was looking to steal 'literally all' of its users' metadata.
THE TRILLION DOLLAR RISE OF APPLE
1976: Founders Steve Jobs, Steve Wozniak and Ronald Wayne created the company on April 1 1976 as they set about selling computer kits to hobbyists, each of which was built by Wozniak.
The first product was the Apple I.
1977: Apple released the Apple II in June, which was the first PC made for the mass market.
Steve Jobs unveils Apple Computer Corporation's new Macintosh February 6, 1984 in California.
1981: Jobs became chairman.
1984: The Macintosh was introduced during an ad break for the Super Bowl and later officially unveiled during a launch event. It was discontinued a year later and Jobs left the firm.
1987: Apple released the Macintosh II, the first colour Mac.
1997: Apple announces it will acquire NeXT software in a $400 million deal that involves Jobs returning to Apple as interim CEO. He officially took the role in 2000.
The then Chief Executive Officer of Apple, Steve Jobs, with the iPhone
2001: Apple introduced iTunes, OS X and the first-generation iPod.
The first iPod MP3 music player was released on October 23, 2001, at an event in Cupertino and was able to hold up to 1,000 songs.
2007: Apple unveils the iPhone.
2010: The first iPad was unveiled.
2011: Jobs resigned in 2011 due to illness, handing the CEO title to Tim Cook. Jobs died in October from pancreatic cancer.
2014: Apple unveiled the Apple Watch. It also unveiled its first larger iPhones - the 6 and 6 Plus.
2015: After purchasing Beats from Dr Dre, Apple launched Apple Music to compete with Spotify and other music streaming services.
2016: Apple returned to its roots and announced the 4-inch iPhone SE. Meanwhile, the firm is embroiled in a legal battle with the FBI, involving the agency demanding access to the locked phone used by Syed Farook, who died in a shootout after carrying out a deadly December attack in San Bernardino, California with his wife. The court order was dropped on March 28 after the FBI said a third party was able to unlock the device.
2017: Apple introduces the iPhone X, which removes the home button to make way for a futuristic edge-to-edge screen design and a new FaceID system that uses advanced sensors and lasers to unlock phones with just the owner's face.
Apple CEO Steve Jobs speaks at an Apple event at Apple headquarters in Cupertino, Calif.
2018: In a first for the company, Apple introduces new features in its latest operating system, iOS 12, that encourage users to manage and spend less time on their devices. The move was spawned by a strongly worded letter from shareholders that urged the firm to address the growing problem of smartphone addiction among kids and teenagers.
2019: In January, Apple reports its first decline in revenues and profits in a decade. CEO Tim Cook partly blamed steep declines in revenue from China.
2020: In March, Apple closes all its bricks and mortar retail stores outside of China in response to coronavirus.
2021: In an online virtual event in April CEO Tim Cook declared Apple's goal of becoming carbon neutral for Earth Day. Later in the year the iPhone 13 was announced.
2022: In September the iPhone 14 was announced. One of the new features included a new sensor to detect if a user had been in a car crash as well as an improved camera system.
2023: Apple brought back its 'Home Pod' after the first generation was discontinued. The 'Home Pod' can be seen as an alternative to Amazon's Alexa or Google Home as it is powered by voice commands.
2024: Apple makes its first steps into artificial intelligence with the release of Apple Intelligence. The features are not all released at once with many delayed until the following year.
