Apple TV+ is now plain-old Apple TV, Apple told us yesterday. Confusing? Not for most. Indeed, Apple TV+’s dropping of the “+” was as inevitable as Max getting the “HBO” back.

First, the news: In its announcement that the Brad Pitt blockbuster F1: The Movie will make its debut on Apple TV+ in December, Apple casually noted that as of now, Apple TV+ isn’t Apple TV+ anymore .

“Apple TV+ is now simply Apple TV, with a vibrant new identity,” Apple’s press release reads. What’s the new identity, you ask? Aside from a new and multicolor Apple TV logo, that’s hard to say.

Those of us who follow the streaming industry greeted the news with furrowed brows. So Apple TV the streaming service is now on Apple TV, the streaming box? Isn’t that kind of confusing? Yes, the Apple TV streaming playe

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