Apple is rebranding its Apple TV Plus streaming service with what it calls a “vibrant new identity,” dropping the “Plus” to become “simply Apple TV.”

The announcement appeared briefly at the bottom of Apple’s press release regarding the December 12 streaming debut of F1 The Movie.

However, at the time of publication, no changes had been made to Apple TV Plus branding across Apple’s website or press portal.

The rebrand is likely to cause confusion, as “Apple TV” already refers to the Apple TV app used to purchase or rent movies, and the Apple TV 4K hardware device.

Apple’s own announcement highlights the muddled naming, stating that F1 is available to purchase on Apple TV “ahead of its global streaming debut on Apple TV,” and that “Apple TV is available on the Apple TV app” on devices including Apple TV hardware.

Apple has not shared additional information about the rebrand, leaving unclear whether it will introduce an updated logo or implement other methods to distinguish the streaming service from existing products with the same name.

The company has not responded to questions about whether changes will be made to the Apple TV app or Apple TV hardware branding.

Apple TV Plus currently costs $15.99 per month, with a seven-day free trial available for new subscribers.

The service is also included in Apple One bundle subscriptions.

The streaming platform competes with services including Netflix, Disney+, Amazon Prime Video, and Stan in the Australian market.