Apple has unveiled a brand-new intro sound and animation for its streaming service following the recent rebranding of Apple TV Plus to simply Apple TV. The update reflects the company’s effort to give the platform a refreshed identity that matches its evolving content strategy.
The new sound, composed by Grammy Award-winning artist Finneas, who is also known as Billie Eilish’s brother and longtime collaborator, now plays before Apple TV’s original shows and movies. In an Instagram post, Finneas described the composition as a “mnemonic,” designed to create an instantly recognizable audio signature for the platform.
Speaking to Variety, Finneas said the sound was crafted to be both distinctive and subtle. “If you’re binge-ing the whole season of Ted Lasso or Severance or Disclaimer, you’re going to hear the mnemonic 10 times in one day,” he explained. “So it’s gotta be something that’s like the bite of ginger between rolls or something, you know?”
Finneas revealed that there are three different versions of the intro sound. The main version, lasting about five seconds, will play before TV episodes. A one-second sting will accompany trailers and promotional clips, while a longer 12-second version will be used in movie theaters before Apple Studios’ original films, such as Killers of the Flower Moon.
Along with the new sound, Apple has introduced a multi-colored Apple TV logo animation, replacing the previous design that emphasized the “plus” symbol. The colorful logo has already begun appearing across Apple’s streaming interface and promotional material, signaling a more vibrant and unified brand image.
The new audio branding marks another milestone in Apple’s continued expansion into entertainment. With acclaimed original series, blockbuster films, and global reach, the platform’s rebrand to simply Apple TV represents the company’s goal of making its streaming service the central destination for premium storytelling.
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