Now ask someone who doesn't know this already. Would they think Apple TV refers to the hardware, the software or a subscription service? The name is too prone to misunderstanding
Apple TV - app on various platforms (that offers the subscription service, and sometimes acts as a container for other services plus replaces the old iTunes Movie Store which also sold TV shows)
Apple TV+ - subscription service
tvOS - operating system (but most consumers will never have heard of this)
