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First, the news: In its announcement that the Brad Pitt blockbuster F1: The Movie will make its debut on Apple TV in December, Apple casually noted that as of now, Apple TV isn't Apple TV anymore.
"Apple TV is now simply Apple TV, with a vibrant new identity," Apple's press release reads. What's the new identity, you ask? Aside from a new and multicolor Apple TV logo, that's hard to say.
Those of us who follow the streaming industry greeted the news with furrowed brows. So Apple TV the streaming service is now on Apple TV, the streaming box? Isn't that kind of confusing? Yes, the Apple TV streaming player is officially known as "Apple TV 4K," but still.
Well, it's details like the " " and the "4K" that cause headaches when it comes to clear and consistent branding, and the truth is most folks haven't bothered with the "plus" for a long time. Severance, The Studio, The Morning Show, Ted Lasso—those are all Apple TV shows, according to everyday streamers.
Sometimes, simplicity and familiarity are best. Take HBO Max, which went through a three-year-old rebranding drama that saw the service renamed as "Max," a change that was mainly driven by the now-unraveling alliance between the former WarnerMedia and Discovery.
Warner Bros. Discovery likely spent a fortune trying to get the Max branding to stick, but most subscribers just kept calling it HBO Max. Finally, the entertainment giant stopped swimming against the ti
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 Apple is set to reorganize its health and fitness divisions under its Services group, according to a new report from Bloomberg's Mark Gurman. The move comes as longtime chief operating officer Jeff Williams prepares to depart at the end of this year.
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