Apple is rebranding Apple TV+ to Apple TV

Apple TV+ is now simply Apple TV →

Apple’s press release announcing the global streaming debut of “F1 The Movie” mentions something interesting about where the film will debut:

Apple TV+ is now simply Apple TV, with a vibrant new identity. Ahead of its global streaming debut on Apple TV, the film continues to be available for purchase on participating digital platforms, including the Apple TV app, Amazon Prime Video, Fandango at Home and more.

“Apple TV” has been the subject of ridicule for many years now, but I don’t think this rebranding has any bearing. As I mentioned on Mastodon, I think rebranding the streaming service as “Apple TV” makes perfect sense. Everyone already calls it that anyway, and it’s already available on most of the popular platforms like Android, Smart TVs, streaming devices, etc. You don’t need Apple TV hardware to watch Apple TV.

Instead, Apple should rebrand the hardware itself. Something like Apple Home Hub or Apple HomePod Hub. After all, the HomePod already runs tvOS under the hood to begin with. So “Apple TV” becomes the name of the streaming service that offers some of the best television content today, accessible on virtually any platform. And for those who prefer Apple’s own hardware experience, there’s the Apple Home Hub — a device that connects to your TV, brings an intelligent new Siri, acts as a Thread networking hub, delivers incredible sound, and does so much more.