Apple has officially rebranded its streaming service, Apple TV+, to simply 'Apple TV'. The change was subtly revealed in a press release for the upcoming 'F1' movie. This move is seen as an effort to simplify Apple's brand ecosystem and reduce confusion between its streaming service and its hardware device of the same name. The rebranding follows a recent price increase for the service to $12.99 per month and comes as Apple TV remains the only major streaming platform without an ad-supported tier. The change was not accompanied by a major marketing campaign, and as of the announcement, the app still displayed the previous 'Apple TV+' logo.