Eagle-eyed viewers may well be wishing farewell to Apple TV+ — don’t rush to check your subscription, just say Welcome Apple TV

In a piece of rebranding, Apple had now renamed Apple TV+ as Apple TV. We have no idea if others will follow (we’re looking at you Disney and Paramount), but Apple has now seen the light. It turns out most people called it Apple TV anyhow (the same as the box), so why not go with the flow?

A low-key rebranding

You might have spotted Apple TV’s new video This is Just the Beginning. If not (and we assume you probably have better things to do than hang around YouTube as much as we do), here it is:

So, no more + sign and some colour tints. There’s also a new sound. This might seem sacrilege to some long-term Apple fans, but what can you say. We say it’s a shame the Apple website has yet to have at least half of the mentions of Apple TV+ updated. The new sound is by Finneas (multi Oscar and Grammy winner). You can read all about it in his exclusive chat to Variety — Finneas on Creating a New Mnemonic Intro for Apple Originals — His Shortest Music Ever, but Possibly Soon to Be the Most Ubiquitous (EXCLUSIVE).

What else is happening

While we have no idea of Apple’s plans, it’s been noted Apple One has also had a logo makeover (thanks Apple Insider):

Maybe next they’ll do something about their less than universally popular Liquid Glass. As long as they keep making great shows like Slow Horses and Foundation, we don’t really mind what they call their TV service!