Apple removed the 'Plus' from Apple TV Plus, officially renaming its streaming service to Apple TV. Eddy Cue, Apple’s senior vice president of services, stated the change was made internally to align the service name with common user reference and to maintain consistency with other Apple services. Apple clarified that the hardware will continue to be called Apple TV 4K and the app remains Apple TV, expecting users to distinguish between them without confusion. The rebranding underscores Apple’s approach to simplifying product names and aligning branding with customer behavior.
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