Apple TV’s New Name and Sound: What’s Changed?
▼ Summary
– Apple has introduced a new intro sound and video for its streaming service, now called Apple TV, following its rebrand from Apple TV Plus.
– The new sound was composed by Finneas, Billie Eilish’s brother and producing partner, who describes it as a “mnemonic” designed to be heard repeatedly.
– Finneas created three versions of the intro: a five-second main version for TV shows, a one-second sting for trailers, and a 12-second version for movie theaters.
– The intro features an animation of the updated multi-colored Apple TV logo that has been appearing in other contexts.
– The composer Finneas also worked on the music for the series “Disclaimer,” which is available on the streaming service.
Apple has introduced a fresh introductory sound and video sequence for its streaming platform, now simply called Apple TV. This follows the recent rebranding from Apple TV Plus, a change that necessitated an updated audio-visual signature to match the streamlined name. The new sonic identity replaces the previous version, which heavily emphasized the “Plus” element.
The composition comes from Finneas, the Grammy-winning artist known both as Billie Eilish’s brother and her frequent collaborator. In an Instagram post, Finneas described the piece as a “mnemonic.” He elaborated in a Variety interview, explaining that the sound must serve as a refreshing pause for viewers binge-watching series like Ted Lasso, Severance, or Disclaimer. He likened its function to “the bite of ginger between rolls,” a palate cleanser during extended viewing sessions. Finneas also composed the score for the series Disclaimer.
According to the composer, the new mnemonic exists in three distinct formats. The primary version runs for five seconds and precedes episodes of television shows. A much shorter, one-second “sting” is reserved for moments like movie trailers where the production company logo appears. Finally, a more extended cut, lasting approximately twelve seconds, will debut in movie theaters ahead of Apple Studios’ original films, such as Killers of the Flower Moon.
Accompanying the new sound is an animated sequence featuring the recently unveiled, multi-colored Apple TV logo. This vibrant logo has already begun appearing across various other platforms and marketing materials, signaling a cohesive new brand identity for the service.
(Source: The Verge)