Apple debuts new ‘Apple TV’ intro with sound
The Apple TV rebranding has started off nicely.
Apple has unveiled a new, bold Apple TV logo that will appear at the beginning of shows and movies. “This is just the beginning,” reads the caption of the video. In October, Apple confirmed that it was renaming its streaming service Apple TV+ to simply Apple TV, dropping the plus sign.
With its rebranding, Apple promised a “vibrant new identity” for its service, and it delivered on that promise. Oscar winner Finneas Baird O’Connell (of Billie Eilish fame) composed the sound that plays as the colorful logo appears. It exists in three different versions – a five second ident, a one-second sting, and a version over ten seconds long that “might play at a movie theatre at the start of an Apple studios original film”.
“Created the new mnemonic for Apple TV,” – Finneas wrote on Instagram, sharing the new logo. “Never thought I’d get to do something like this but I am so honored and truly couldn’t have enjoyed working on it more. Hope this very short piece of music feels like it matches the things I love about Apple so much – they make such beautiful tools. Lucky to use em.”
To date, Apple Original films, documentaries and series have garnered 620 wins and 2,816 award nominations, including the multi-Emmy-winning comedy Ted Lasso. In total, Apple earned 22 wins at the 77th Primetime Emmy Awards.
“When we set out to create a mnemonic that would represent Apple Originals, we wanted to work with someone who truly understands our brand’s emphasis on creativity and storytelling and would approach the process in a beautiful and emotional way,” – David Taylor, Apple’s Head of Music, announced it a statement.
“Finneas delivered a completely original sound that feels cinematic and magical, serving as a welcoming invitation for viewers to enter the world of Apple Originals.”
It seems Apple is finally ready to have some fun with its famous design.
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