• by Fern Siegel , 5 hours ago

Apple TV has done a slight makeover, dropping the + sign or what the company calls “a vibrant new identity.” 

TBWA\Media Arts Lab designed the new look, which is showcased in 15- and 30-second spots with layers of colored light. 

The score is by Finneas O'Connell.

The streamer, which began six years ago, picked up an Oscar for "Coda," as well as Emmys for "Severance" and "The Studio."

The company said the reason for the switch was to align all products together and reduce confusion between the streaming service and the hardware box.

The history of the plus: It began for many streamers opting to differentiate between on-demand programs and broadcast TV. And like Apple, others have quietly dropped the symbol.