Unpopular reality check:
Most people in real life just call it Apple TV. They know what they mean. "The Apple one".
Renaming the service to Apple TV is cleaner, and totally a non-issue. Only nerds obsess about naming these things. Nobody in real life will ever say the sentence "The TV app for Apple TV on Apple TV". Only people here do.
@viticci I think it’s weird when normal people follow ”Brand Guidelines”. And I generally identify it as a marker of paid promotion.
I actually forgot that Apple TV+ had the plus. I’m sure when they named it they felt the need to differentiate between the streaming box and the streaming service but in normal conversation it is very obvious from context which one is being discussed.
Federico Viticci 
Wes