So they hired the geniuses behind HBO Max / Max / HBO Max?
this post was submitted on 13 Oct 2025
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Everyone I know already calls it "Apple TV", so this new name just reflects that reality. That being said, it's a dumb name because, as this article notes, it is the same name as their set-top box.
If Apple wants non-Apple people to pay for he Apple TV subscription service, it needs a name not directly tied to the set-top box. I am not confident Apple actually wants this, they may want people to go all in.
Dont worry, they'll impress everyone by naming the next hardware device Apple TV Pro with a Max version to boot.
Nice, built-in HBO. /s
You need to buy an Apple TV, then open Apple TV and subscribe to Apple TV so you can watch Apple TV in Apple TV on your Apple TV.
Not confusing at all.
Someone in marketing has too much time on their hands.
*everyone
And let's not restrict that to just apple either. Everyone in Marketing
yes that is what i meant.
What a huge, ground breaking difference! Wow.
It was called +? That's the first I've heard of that.
soon it it would go back to apple max pro+/++