Apple TV is subtracting its plus sign.
This week, Apple TV+ announced it’s now simply Apple TV. The company reportedly made the change subtly in an Oct. 13 press release for F1: The Movie, noting that, without the plus, Apple TV has a “vibrant new identity.”
The plus symbol has had issues in streaming. For instance, ADWEEK previously wrote that an influx of plus signs in the streaming universe risks the symbol losing its meaning. Additionally, when joking about ESPN+ at the Disney upfront in May, Jimmy Kimmel noted that “the ‘plus’ is now, in many ways, a minus.”
