There’s also a not-so-subtle message to every other streaming service. By dropping the “+,” Apple is signaling that it thinks it no longer needs the qualifier. It doesn’t need to be “plus.” It’s a statement of confidence—and a reminder that Apple TV isn’t an app or a box—it’s Apple’s entire entertainment platform. The “+” era is over.

It’s just Apple TV now, no plus. Apple has rebranded its six-year-old streaming service Apple TV+ to Apple TV — which is the same name as its connected smart TV device product and app. The tech company quietly revealed the news Monday in a press release announcing the streaming debut for its “F1: The Movie,