On the agenda…

A rebrand is always going to be divisive. Some will mourn the loss of the old name, while others may find the new one to be utterly incongruous. Occasionally people might like it, but that’s few and far between. It’s usually worth the pain, because often a rebrand offers clarity and distinction to your product offer.

However, not if you’re Apple it seems. The tech giant announced on Monday (13 October) that it was going to be rebranding its streaming service Apple TV+ to Apple TV. A fairly simple change on the face of it. There’s not much equity in the plus sign seeing as Disney and Paramount both use a similar device for their own streaming services – and typographically it’s a little ugly anyway.

The problem is, Apple doesn’t now have one product called Apple TV – it has three.