Apple Exec On Apple Tv Rebranding: ‘let’s Just Do It’

Apple TV dropped nan Plus because everyone was already doing it, according to Cue.

We person immoderate caller penetration into Apple’s muddled rebrand of Apple TV Plus to Apple TV, courtesy of an question and reply pinch nan company’s elder vice president of services, Eddy Cue. Speaking connected The Town podcast, Cue said that nary consultants were involved, and that it was a corporate determination to driblet nan “Plus” from nan streaming work because everyone was already calling it Apple TV.

The Plus was included successful nan original sanction because that’s what Apple uses to separate nan paid versions of its free services, specified arsenic iCloud Plus and News Plus. “We stayed accordant because of it, but we each called it Apple TV, and we said, fixed wherever we are today, it’s a awesome clip to do it, truthful let’s conscionable do it,” said Cue.

Cue besides brushed disconnected concerns that nan rebrand mightiness create disorder betwixt nan streaming service, Apple TV hardware, and nan Apple TV app. “Our hardware is called Apple TV 4K for your TV. I deliberation that’s fine, and nan app is called Apple TV,” Cue said. “It’s been called Apple TV connected our third-party products arsenic well, truthful I don’t deliberation that’ll beryllium a problem astatine all.”