Formula 1 has entered a new media rights deal with Apple that will bring all F1 races to Apple TV for viewers in the United States beginning in 2026.

Apple TV+ announced on Monday, Oct. 13 that it was dropping the plus sign, becoming Apple TV but no word as to when the change will go into effect.

A "vibrant" rebrand, a major bundling pact with NBCUniversal and a blockbuster $750 million deal to nab Formula 1 from ESPN signals a new effort for the tech giant to put its imprint on Hollywood.

Apple TV+ is no more. Apple’s streaming service is now officially just ‘Apple TV.’ Here’s why I think this is the right move at the right time. Apple TV+ launched at a time when everyone was doing the ‘plus’ thing. It was a bit confusing, too. Apple TV+ lived inside the Apple TV app, which also houses content from other streamers.

Compounding potential consumer confusion, Apple now applies the "Apple TV" name to three separate products: the streaming service (formerly Apple TV+), the TV app and a digital media box.

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.

Apple TV's short-lived series The Mosquito Coast was a remake of a classic Harrison Ford movie, and faced very similar criticisms.