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Apple has rebranded its subscription-video-on-demand service Apple TV+ as Apple TV to give it a new identity. The move was announced in a press release announcing the streaming premiere date for its F1 movie, starring Brad Pitt. Currently, the core Apple streaming app still displays Apple TV+ branding.
Apple TV is a new streaming service that competes with Amazon’s Fire TV Stick and Roku devices. It transforms a non-smart TV into a smart TV, allowing users to stream video via an HDMI connection. The rebrand may indicate the possibility of an ad-supported plan, as Apple TV+ is the only major streaming service without a cheaper tier made by commercials.
This is not due to a lack of capability, as Apple TV+ has a sister streamer for MLS games that has been commercialised since its beginning. Additionally, Apple has hired TV advertising veterans over the past few years. The rebrand may signal the start of an ad-supported plan.
The company raised the price of Apple TV+ by over 30 per cent in August, but it doesn’t need it. ESPN has also removed the plus sign from its streaming platform, launching a new direct-to-consumer app called ESPN ($29.99 monthly) that both replaces ESPN+ and doesn’t. The new ESPN app includes all ESPN+ content and livestreams of ESPN’s cable TV channels.
Apple is set to unveil a new lineup of products at its October event, including a refreshed iPad Pro with the M5 chip, an updated Vision Pro headset, and a new 14-inch MacBook Pro. The iPad Pro is expected to be the most anticipated device, with its mature design and impressive M4 model. Apple may beef up the iPad Pro with a new M5 chip, offering improved efficiency and potentially longer battery life. There are also chances of the Magic Keyboard being revived, allowing the tablet to be used in different ways with a range of accessories.
The $3,500 mixed-reality headset, considered a commercial flop, may be updated with either an M4 or M5 chip, a more comfortable Dual Knit Band head strap, and a Space Black colour option. Apple is also expected to launch a new MacBook Pro soon, a baseline 14-inch MacBook Pro powered by the M5 chip. The MacBook Pro is expected to gain no new features either externally or in terms of hardware. The announcements may be made via press releases or in-person events.
