Some of the branding is terrible. What genius at Apple decided to call their streaming device an AppleTV, their subscription service AppleTV+ and the app AppleTV, or whatever it is? The app is the biggest fail in Apple history. It is the least user friendly thing I've ever dealt with. And yes, Amazon has Prime, which is a subscription service, but includes purchasing and shipping benefits as well, and also have media purchase options that are separate from the subscription service?It's confusing because Amazon and Apple both have monthly subscription services and separate digital sales and rental portals.