Apple has unveiled a newly crafted introductory sound and accompanying visual sequence that will now precede the content streamed on its recently renamed Apple TV platform. This updated audiovisual signature serves as both a branding refinement and an aesthetic enhancement, underscoring the company’s dedication to cohesive design and viewer experience. Only a month ago, Apple transitioned its streaming service’s identity from Apple TV Plus to the simpler title Apple TV, a change meant to unify its ecosystem under a more streamlined nomenclature. The previous introductory clip, which prominently showcased the familiar plus symbol, no longer aligned with the service’s refreshed identity. Consequently, developing a new opening — one that reflects the service’s updated name while preserving Apple’s premium visual and auditory tone — was a logical and strategic evolution.
The musical element of this new branding experience was composed by Finneas, a multifaceted artist best known both as the brother and creative collaborator of singer-songwriter Billie Eilish. Finneas himself described the piece as a “mnemonic,” a term implying a short, memorable auditory cue that instantly conjures the brand it represents. Sharing the insight on social media, he explained that such a sound must not only be immediately recognizable but also resilient to repetition. In a conversation with *Variety*, Finneas humorously observed that someone streaming an entire season of acclaimed Apple originals such as *Ted Lasso*, *Severance*, or *Disclaimer* could easily hear the mnemonic ten or more times in a single day. Because of this frequent recurrence, its tone and rhythm needed to feel refreshing — like a palate cleanser that resets the senses between successive episodes. He likened it metaphorically to the bite of ginger served between pieces of sushi: something small yet essential for maintaining balance and anticipation. Notably, Finneas also holds the role of composer for *Disclaimer*, further reinforcing his creative involvement with Apple’s entertainment projects.
Finneas revealed that there are three distinct iterations of the new intro, each tailored to a specific context in which viewers might encounter the Apple TV brand. The primary version lasts approximately five seconds and will precede episodes of television shows on the streaming service, offering a consistent auditory prelude to serialized storytelling. A shorter, one-second version functions as a concise ‘sting’ — a brief sonic marker designed for use in movie trailers or promotional spots, subtly signaling Apple’s production involvement. The third and most expansive edition extends to roughly twelve seconds, crafted for theatrical settings. This longer format will play in cinemas before Apple Studios’ original films, such as *Killers of the Flower Moon*, providing a cinematic introduction that strengthens Apple’s presence within traditional film exhibition spaces.
Accompanying this refined soundscape is an animation showcasing Apple TV’s newly reimagined multicolored logo. This updated visual identity had already begun making appearances across the brand’s other materials, signaling continuity across all Apple platforms. By merging this evolving visual palette with Finneas’s carefully designed composition, Apple has effectively established a modernized sensory experience that encapsulates its signature blend of minimalist sophistication and emotional resonance — one that greets viewers with a sense of anticipation and familiarity every time they press play.
Sourse: https://www.theverge.com/news/812644/apple-tv-sound-video-mnemonic-finneas-rebrand-name-plus
