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Buried in its announcement about "F1: The Movie" making its streaming debut on December 12, Apple has also announced that Apple TV + is being rebranded as simply ‌Apple TV‌.

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,

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.

Compounding potential consumer confusion, Apple now applies the "Apple TV" name to three separate products: the streaming service (formerly Apple TV+), the TV app and a digital media box.

Apple TV has rebranded into a simpler name, dropping the '+' icon, but that homogeny has led to even more confusion across similarly named hardware.

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.