Apple has unveiled a sleek new logo and sound mark for Apple TV, marking the next phase of its rebranding. The update follows Apple’s earlier decision to remove the “+” from Apple TV+, unifying its hardware, app, and streaming service under one name.
The new design debuted in a short promotional video. It will now serve as the official opening bumper for all Apple TV Originals. The change reinforces Apple’s effort to create a consistent and memorable identity across all platforms.
FINNEAS Composes the New Sound
Grammy-winning musician FINNEAS, known for his work with Billie Eilish, composed the new Apple TV sound mark. The brief, minimalist audio cue mirrors Apple’s design philosophy — clean, subtle, and instantly recognizable.
In an interview with Variety, FINNEAS shared that Apple’s Head of Music, David Taylor, gave him one clear goal: to create a sound people would remember. He compared the experience to “a bite of ginger between rolls” — something brief yet refreshing during binge-watching sessions of shows like Severance or Ted Lasso.
Three Versions for Different Uses
Apple created three versions of the sound mark: a five-second version before original content, a one-second version for trailers, and a twelve-second version for theatrical releases. Each version aims to provide a distinct experience while maintaining the same recognizable identity.
This rebrand highlights Apple’s attention to both visual and audio design. The new sound not only signals the start of original programming but also strengthens Apple’s position in the streaming industry.
With this move, Apple continues to refine its entertainment strategy, blending elegant simplicity with strong brand recognition.
