India, Oct. 14 -- Apple has decided to drop the "plus" as the Cupertino giant is rebranding its Apple TV+ streaming platform and giving it a fresh identity as Apple TV.

The change was not announced in a big marketing push or flashy campaign. Instead, it was tucked inside a press release about the upcoming film F1, which premieres on the platform on December 12.

Mentioned halfway through the release was a short but clear line: "Apple TV+ is now simply Apple TV, with a vibrant new identity."

It is not clear when exactly the new name will appear across apps and marketing. As of Monday morning, the app still displayed the familiar Apple TV+ logo.

When Apple first launched the streaming platform in 2019, "Apple TV" was already the name of ...