Ever since Apple launched the iOS Podcasts app, effectively giving podcasts a dedicated location on Apple mobile devices, speculation has occurred that one day, Apple will break podcasts free from the desktop iTunes application in a similar manner. While that hasn’t happened yet, having a dedicated desktop podcast-consumption app made by Apple may be getting closer.

Today, Apple rebranded the iTunes podcast directory to Apple Podcasts:

Although today’s announcement is merely a branding change, it may indicate a renewed focus by Apple on podcasting…

In February, Eddy Cue teased that the company is working on new features for podcasts at the Code Media conference. Combined with this rebranding, it is possible that Apple is readying a big announcement for later this year, potentially at WWDC.

Renaming the iTunes podcast directory to Apple Podcasts falls in line with other Apple branding efforts, such as Apple Music and Apple TV. It’s possible that the Cupertino-based tech giant is finding the “i” designation that rose to fame with products like the iMac, iPod, and iTunes is in need of a refresh. Regardless, it’s good to see some real attention being paid to Apple’s podcast directory.

Along with this new name, Apple also released new guidelines for publishers who’d like to link to their listings on the Apple Podcasts directory. These guidelines include a new set of badges that make use of the Apple Podcasts name in place of iTunes (see image above).