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Apple TV+ is dropping the plus sign for good.
On Monday, Oct. 13, the streaming giant quietly revealed that “Apple TV+ is now simple Apple TV, with a vibrant new identity” in its announcement about the premiere date for “F1 The Movie” starring Brad Pitt. No word as to when the new moniker would go into effect.
The company has joined the ranks of other well-known companies, including Cracker Barrel, MSNBC and HBO Max which have unveiled revamped logos or imagery in the last year.
Representatives for Apple TV did not immediately respond to USA TODAY’s inquiry about what inspired the decision or whether it would in any way affect current Apple TV subscribers.
Will the name change affect current Apple TV+ subscribers?
While it’s not immediately clear what will come of the rebrand, it’s unlikely (but possible) that current Apple TV subscribers will be affected by the change.
When HBO Max rebranded as Max for the first time, users had to download a new app. The second time, the company promised users the app would change all on its own.
Any price change?
Apple TV+, known for hit series like “Severance,” “Ted Lasso,” and “The Morning Show,” raised its monthly subscription price by $3 starting August 21.
New U.S. subscribers are now paying $12.99 per month, up from $9.99, for the streaming service, according to a statement from Apple. For now, the annual subscription price will remain at $99.
Contributing: Kelly Lawler, USA TODAY
