Apple TV+ Minus the Plus
To be honest, it was always a bit odd that there was no non-plus. I should say, there was no non-plus service, because there were – and are – other 'Apple TV' products. Namely, the set-top box of the same name, but also the app that basically transforms other set-top boxes (and televisions) into that set-top box. But now 'Apple TV' will be the name of the streaming service as well. From the press release:
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.
Oh I'm sorry, I said "press release" but I didn't specify which press release, which I should have because this release is not about the new branding for Apple TV. In fact, this mention is buried eight paragraphs deep into a release about the F1 movie coming to streaming in December. That's it, that's how Apple announced this fairly major rebrand.
It's a move so weird that it's only logical to assume there's some other shoe set to drop soon. Perhaps tomorrow in the form of a new Apple TV set top box? Might that be getting a rebrand as well? That would seemingly make more sense. Because everyone seems awfully confused right now. Then again, I've always been confused about this branding. As I wrote back in March:
To be fair, several elements of Apple TV have long been a branding nightmare. There's the OG set top box called 'Apple TV' (though it was originally named 'iTV' before a branding dispute ended that). Then there's the 'Apple TV' the app – which lives on Apple TV, the box, but also on other services, including now Android devices. Then there's 'Apple TV+', the service. This resides within Apple TV, the app, which again, resides on Apple TV, the box, but also elsewhere.
So now Apple TV, the app, will include Apple TV, the service. Well, if you pay for it. Unless this move is to get ahead of a free, ad-supported offering? But then why would you rebrand the paid streaming service away from a 'plus' brand that is commonly used to denote a more premium tier?
Have I mentioned that Apple TV, the service, which resides on either Apple TV, the set top box, or Apple TV, the app, houses both television and film content? I guess that's fine because the only way to watch Apple TV, the service, is on your TV. Or Mac. Or iPad. Or iPhone. Or Vision Pro!
I also get the argument that it's now just 'Apple TV' because that's what everyone was calling it anyway. "Oh Slow Horses? Yeah, that's on Apple TV." That kind of thing. Of course they have also been doing that with the movies, such as F1. "Oh F1? Yeah that's an Apple TV movie." Technically, it's an Apple Studios production, but if you asked 100 people, I'm guessing 99 of them have never heard of Apple Studios. Or they think it's where The Beatles recorded.1
I honestly don't know how much any of this matters, but it's just sort of sloppy for Apple. You expect this type of branding fiasco from Microsoft or Warner Bros Discovery, but not Apple. Maybe they were inspired by Disney's inspired move to brand their ESPN streaming service as simply 'ESPN'? Of course, they still have 'Disney+' as well.
Nice new color accents at least. Very "vibrant".
One more thing: we're all still waiting on that actual Apple TV – as in a television set. Especially with the other players moving to shove more ads in your faces.
1 Conflating, of course, Abbey Road Studio and Apple Records, which was The Beatles record company, a part of (the truly excellent named) Apple Corps – which eventually would be in a long disput with Apple Inc (previously, Apple Computer), the computer maker. Settling that dispute finally got The Beatles, one of Steve Jobs favorite bands, on to iTunes.