I was thrilled this week when Apple issued a press release announcing that its original film, F1 The Movie, starring Brad Pitt, would make its streaming debut on the company’s video service December 12. But it wasn’t the news about the movie that excited me. Rather, it was a small line at the end of the press release that quietly announced something else: “Apple TV+ is now simply Apple TV, with a vibrant new identity.”

The “+” branding on Apple TV+ always bugged me. Whenever I looked at it, I thought, “Apple TV plus what?” Apple News offers a free base version and a paid version that gets you more content, called “Apple News+,” which makes sense. But there’s never been a free version of Apple’s video streaming service, so what was the “+” signifying? The “+” branding had also grown increa

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