[CharlesW]

> or perhaps it means that they plan to expand their TV offering so as to merit being something more than just a "plus"

That's an interesting point. One potential reason to simplify the service's base name is to allow for segmentation, e.g. Apple TV Ultra.

I think there's a reasonable possibility that they'll introduce a <$100 device in an effort to 10X their living room user base, in which case we might see something like an Apple Theater Pro and an Apple Theater mini.