Apple is rebranding its Apple TV+ streaming service, giving the platform a “vibrant new identity” as, simply, Apple TV. The company buried the news in its announcement Monday morning about the premiere date for the film F1, which will debut on the platform Dec. 12.

Apple TV+ has subtracted its plus sign.The tech giant's streaming service is now simply called Apple TV. The company quietly revealed the change in a news release announcing the streaming date for "F1: The Movie" on Monday,

Apple TV+ has officially announced its rebranding to Apple TV, ditching the name it has carried since its inception in 2019.

Apple buried its TV+/TV rebrand in a press release announcing the streaming premiere date (Dec. 12) for its F1 movie starring Brad Pitt. As of this writing, the core Apple streaming app, the one with Severance, still showed Apple TV+ badging.

Name changes aren't unheard of in the streaming world -- just look at HBO Max. Apple TV Plus appears to be the next to tweak its moniker. Apple's streaming service "is now simply Apple TV, with a vibrant new identity.

The Apple TV app can be installed on most Roku devices, which gives you access to premium shows on the Apple TV+ subscription service.

The erasure of Apple TV’s “plus” is a neat little metaphor for the contraction of streaming in general. Last year, the streamer announced that it would start cutting back on its previous practice of throwing huge amounts of money at interesting projects other streamers might not have greenlit in the first place (many of which were very,