Apple Officially Rebrands Apple TV+ — and Unveils a New Apple One Logo
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In mid-October, Apple quietly rebranded Apple TV+, saying, “Apple TV+ is now simply Apple TV, with a vibrant new identity,” as part of its announcement for the streaming debut of F1: The Movie. While little changed at that time, Apple is now updating its logos and officially announcing the rebrand via a new video on YouTube.
For example, Apple has updated the Apple TV+ page on its website with all references to the streaming service now reading simply “Apple TV” — without the plus sign. The company has also posted a short YouTube video promoting the change, which features a rainbow-hued Apple TV logo, accompanied by a startup sound composed by Finneas. The video is entitled “This is just the beginning.” (Older viewers may notice a nostalgic similarity in the colorful presentation, reminiscent of NBC’s “in living color” promos that played before the network’s shows in the 1960s and 70s.)
Finneas also shared the same video on Instagram, saying that he was “so honored” to create the sound, which “feels like it matches the things I love about Apple so much.” In his Instagram post, Finneas added:
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.
Apple’s Head of Music, David Taylor, commented that Finneas has provided Apple with a “completely original sound that feels cinematic and magical” for its streaming service.
The new video and sound will be played before every Apple original TV show and film streamed on Apple TV, Finneas told Variety in an interview.
There’s like the main version, which is five seconds, which is what you hear before episodes of a television show. There’s a one-second version that is just a sting, that might play when you see a movie trailer and they just show the production company. And then there is a longer-form version [of about 12 seconds] which you’ll see it in a movie theater at the start of an Apple studios original film, like ‘Killers of the Flower Moon.’ I tried to make sure that that one felt a little more cinematic and a little grander, because it had more seconds to get from A to B, but it also just felt like it was a different environment.
Finneas
In addition to the standard five-second intro that’s available on YouTube, Apple also sent us the extended 12-second version.
“Finneas’ connection to Apple is deeply personal and spans his entire artistic journey, extending back to his teenage years when he began self-producing music with Logic Pro at age 13,” a spokesperson told us, adding, “This partnership follows previous collaborations with Apple, including his compositions for Apple TV Originals like Disclaimer and creating music for holiday campaigns.”
You may notice the Apple TV+ branding here and there for a short while, as the rebrand is still being rolled out — for example, the TV app still reads Apple TV+ on non-Apple devices. The rebranding is now available in the Apple TV app with the iOS 26.1, iPadOS 26.1, tvOS 26.1, and macOS Tahoe 26.1 updates released on Monday.
The Apple One Logo Gets a New Look
Alongside the Apple TV rebrand, Apple has also given the Apple One logo a new look. The new logo features an Apple icon sliced into six sections, each colored to represent one of the services included in the Apple One Premium bundle.
Apple One bundles several of Apple’s subscription services at a lower price than customers would pay if they subscribed to the services separately, offering monthly savings of $12 to $32, depending on the tier.
At the time of this writing, the new logo only appears at the bottom of the Apple TV page; Apple hasn’t yet rolled it out to the Apple One website.
Apple One is available in three tiers. The Individual plan ($19.95/month) includes 50 GB of iCloud+ storage, Apple Music for one user, and Apple TV and Apple Arcade for up to six family members. The Family plan ($25.95/month) adds 200 GB of iCloud+ storage and expands Apple Music access to a family of six. The Premier plan ($37.95/month) adds 2 TB of iCloud+ storage, as well as Apple News+ and Apple Fitness+ for the whole family.
