Apple TV Plus is being rebranded to… Apple TV

The Apple TV Plus streaming service is being rebranded with a “dynamic new identity,” according to the Cupertino company, and is “now simply Apple TV.”

The change is likely to cause some confusion, given that the new name is already used by the Apple TV app that lets users buy or rent movies, and by hardware like the Apple TV 4K.

Even the wording of Apple’s own ad highlights the branding confusion, claiming that F1 is available for purchase on Apple TV “ahead of its worldwide streaming debut on Apple TV,” and that “Apple TV is available on the Apple TV app” on devices like… you got it, Apple TV.

Apple hasn’t shared any further details about its streaming service’s rebranding, so it’s unclear whether it will introduce an updated logo or find other ways to distinguish it from existing products.

We’ve asked Apple if there will be any changes to the Apple TV app and Apple TV hardware, and will update if we receive a response.