Apple TV+ announced it will be rebranding and adopting a “vibrant new identity” by changing its name to Apple TV.

The streamer quietly announced the news at the bottom of a press release regarding the F1 streaming premiere date, which will make its global streaming debut Dec. 12.

“Apple TV+ is now simply Apple TV, with a vibrant new identity,” the press release notes.

This marks the first time the streamer has changed its name since launching in November 2019.

The company did not share when the change will go into effect. The streamer’s website still features the old name while recent press materials have already adopted the change.

This news comes just weeks after Apple TV announced a 30% price increase for all subscribers.

The monthly cost for Apple TV increased $3 from $9.99 a month to $12.99 as of Aug. 21.

Apple TV remains one of the few ad-free streaming platforms that does not offer tiered subscriptions to users. However, there are rumors that could change in the coming months, per The Hollywood Reporter.

The outlet notes there has been chatter that Apple will follow Netflix’s lead in introducing ad-based tiers for subscribers.

While a minor name change won’t scare subscribers away, a higher price tag and more ads just might.

But Apple TV has cemented itself in the streaming landscape with its star-studded library of original content such as The Morning Show, Severance, Shrinking, and more.