Apple TV Gets a New Intro and Soundmark as Apple One Debuts a Colorful New Logo

Apple has taken another step in refining its entertainment brand. After dropping the “Plus” from its streaming service’s name in October, the company has now introduced a new intro bumper and soundmark for Apple TV.

The tech giant shared a five-second clip showcasing the refreshed logo in a hazy, multi-colored animation that comes into focus at the screen’s center. Playing in the background is the new soundmark, which its composer, Finneas, describes as a “mnemonic.”

According to Finneas, best known as Billie Eilish’s brother and longtime collaborator, the five-second version featured in the video will appear before every movie and between TV episodes. A shorter one-second version will accompany trailers, while a longer 12-second version will play before theatrical releases, including Killers of the Flower Moon.

He revealed that Apple’s Head of Music, David Taylor, reached out to him for the project, saying the company was “simplifying” its branding. Dropping the “Plus” was the first move in that direction.

Apple One Gets a New Logo

Apple has also refreshed its Apple One subscription bundle with a more colorful and distinctive logo. The new emblem features an Apple icon split into six slices, each representing one of the services included in the Apple One Premium plan. The color palette mirrors Apple’s broader design shift toward vibrant, multi-toned visuals.

Apple One combines Apple Music, TV, and iCloud+ into a single monthly plan, offering users bundled savings. The individual plan costs $19.95 per month and includes 50GB of iCloud+ storage, Apple TV, Apple Music, and Apple Arcade. The $25.95 Family plan offers 200GB of storage and supports up to five users, while the $37.95 Premier plan expands access to 2TB of iCloud+ storage, Apple News+, and Apple Fitness+.

The redesigned Apple One logo is visible on Apple’s updated TV website but has not yet appeared on its standalone Apple One page. With Apple rebranding its streaming platform, the company seems ready to give its subscription ecosystem a unified, refreshed identity.