Apple is rebranding its Apple TV+ streaming service, giving the platform a vibrant new identity as, simply, Apple TV.

The company buried the news in its announcement Monday morning about the premiere date for the film F1, which will debut on the platform Dec. 12.

When Apple launched Apple TV+, the name Apple TV had already been taken by its connected TV box, which functions similar to a Roku or Apple Fire TV device, providing access to other streaming services.

In the F1 release, which announced the debut date, the company wrote that Apple TV+ is now simply Apple TV, with a vibrant new identity.

It was not immediately clear when the new identity would go into effect. As of writing Monday, the app still showed Apple TV+ badging. Apple had previously raised the price of the streaming service by more than 30 percent back in August, rising to $12.99 per month, up from $9.99. It is worth noting that Apple TV is the only major streaming service that does not have an advertising-supported tier.

The new name could be a prelude to larger changes, either with the physical Apple TV device, or for Apple TV+. There has been speculation in the advertising world in recent months that Apple could follow Netflix and others in offering an ad-based tier both to improve the profitability, and to provide optionality for consumers.