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pple has decided to give its streaming service a fresh start by dropping the “+” from its name.

The company announced that Apple TV+ will now be called simply “Apple TV,” introducing what it describes as a “vibrant new identity.” The news came quietly through a press release that also confirmed the streaming debut date for F1 The Movie.

In the statement, Apple said, “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.”

Aside from the new name, Apple hasn’t revealed what exactly this rebrand involves. The company didn’t share any details about changes to its logo, app design, or marketing. For now, everything still looks the same, the website and app still show the Apple TV+ name, and no visible updates have rolled out yet.

Apple already uses the “Apple TV” name for several of its products, including the streaming device and the Apple TV app, which features both Apple Originals and content from other services. Because of that, it’s unclear how Apple plans to handle potential confusion between its different products under the same name.

This rebrand seems to be the start of a broader update to Apple’s entertainment identity, but the full picture isn’t clear yet. Fans might have to wait a bit longer to see what the new version of Apple TV will look like.

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