Apple has officially launched a brand new introduction video and sound for its streaming service, completing its rebrand from Apple TV+ to simply Apple TV. The new identity, which the company promises is “vibrant,” features a colorful animated logo and a custom-composed piece of music by award-winning artist Finneas.
The change was first hinted at in a press release in October 2025 but was fully revealed on November 3, 2025, when Apple updated its website and shared the new intro on its social media channels. The update is still rolling out across Apple’s own apps and devices and is expected to be fully implemented with future software updates.
The New Look and Sound
The new intro features a rainbow-colored, animated Apple TV logo. The accompanying music was created by Finneas, a singer, composer, and producer known for his work with Billie Eilish and his own solo career.
In an interview, Finneas expressed his excitement about the project. He shared on Instagram:
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.
Interestingly, there isn’t just one version of the new sound. Finneas revealed he created three distinct versions for different situations. The main version is five seconds long and will play before episodes of television shows. A one-second “sting” will be used for shorter promotions like movie trailers. Finally, a longer, 12-second version designed to feel more “cinematic” will play in movie theaters before an Apple Studios film.
Apple’s Head of Music, David Taylor, praised the work, saying that Finneas provided a “completely original sound that feels cinematic and magical.”
Why the Change from Apple TV+ to Apple TV?
The rebranding move was first announced quietly in October 2025. In a press release for the streaming debut of “F1: The Movie,” Apple slipped in a single line stating, “Apple TV+ is now simply Apple TV, with a vibrant new identity.“
This marks the first name change for the streaming service since it launched in November 2019 with shows like “The Morning Show.” The change simplifies the service’s name but also consolidates it under the same “Apple TV” brand used for the company’s media device and the TV app, a move that some experts say could cause confusion.
What People Are Saying
The new intro has generated mixed reactions from fans online. Some users on tech forums feel the change is underwhelming, with one commenting, “The new intro sucks… The previous one was better with the cool sound!” Another user wished the company had drawn more inspiration from the sound of the first-generation Apple TV hardware.
Despite some criticism, the rebrand is seen as the start of a broader effort by Apple to simplify its streaming service. In his discussions with Apple, Finneas noted that the company talked about “the future of Apple TV and how they were, to some degree, simplifying it, starting with it no longer being Apple TV+.”
Award-Winning Content on the Platform
The rebrand does not change the content available on the service. Now called Apple TV, the platform is home to a critically acclaimed lineup of original films and series.
To date, Apple Originals have earned hundreds of wins and thousands of award nominations. The service made history as the first streaming platform to win the Academy Award for Best Picture for the film “CODA.” Its popular and award-winning shows include “Ted Lasso,” “Severance,” “Slow Horses,” and “For All Mankind.”
When You Will See the New Intro
As of early November 2025, the rebrand is still appearing across Apple’s ecosystem. The TV app on iPhones, iPads, and Apple TV boxes still shows the Apple TV+ name. The full changeover is expected to be completed with the release of upcoming software updates, including iOS 26.1, iPadOS 26.1, and tvOS 26.1.
The new intro video and its music have already begun playing before Apple’s original TV shows and films, signaling the start of a new, simpler era for the streaming service.
Also Read: Apple Explains Why They Dropped the Plus from Apple TV
