Apple Renames 'Apple TV+' To 'Apple TV'

Apple has rebranded its streaming service Apple TV+ to simply Apple TV, further blurring the already confusing line between the Apple TV device, the Apple TV app, and the Apple TV service. As John Gruber notes, users can now 'watch Apple TV in Apple TV on Apple TV.' From Daring Fireball: In some ways, I get it. Like, if you're telling someone how much you enjoy Slow Horses and they ask how to watch it, it's more natural and conversational to just say 'It's on Apple TV.' That's what most people say. That's what I say -- and as part of my job, I completely understand the difference between Apple TV the device, Apple TV the (free) app, and Apple TV+ the (paid) streaming service.

But right there in Apple's own 'About Apple TV' description, you see just how overused 'Apple TV' now is. You can watch Apple TV in Apple TV on Apple TV -- the paid service in the free app on the set-top box. But you can watch any streaming service you want on the box, in that service's own app. But many of those services are also available in the Apple TV app. And the Apple TV streaming service is also available on just about all other popular set-top hardware platforms. So don't need an Apple TV to watch Apple TV. It's a bit like Abbott and Costello's classic 'Who's on First' routine.

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