Eddy Cue , Senior Vice President of Services at Apple , is giving insight into the rebrand of Apple TV + into simply Apple TV.

Apple quietly rebranded its streaming service into Apple TV and dropped the plus sign, but in the process created some confusion.

Apple TV is also the name of their streaming media player hardware, and the app name within the device. The plus helped distinguish the streaming service from the other two, but in a recent interview, Cue explained why they decided to rename it.

“We put the plus in there because we’ve used it in our other services like iCloud+ and [Apple] News+, but we do that when we have a free service and then there’s a paid version,” Cue said on The Town podcast.

He continued, “We stayed consistent because of it, but we all called it App

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