Apple has dropped the "+" from its streaming service "Apple TV+" and renamed it simply "Apple TV." Along with the new name, the company has also unveiled an opening soundtrack. Composed by Finneas, Billie Eilish's brother and music producer, this soundtrack will serve as Apple's new signature to signal the brand shift.
Phineas describes the sound as a "mnemonic," describing it as "a bite of ginger—a sound you can hear multiple times a day without getting tired of." Three versions were produced: a short one-second version, a five-second version for episodes, and a 12-second version for theaters. He also revealed that the theatrical version will be used for Apple Original films like "Killers of the Flower Moon.".
A colorful, animated "Apple TV" logo, accompanied by new sounds, was also unveiled. This logo has been appearing throughout Apple-related content recently, reinforcing the brand's visual consistency.
Eddy Cue, Apple's head of services, explained the reasoning behind the name change in a podcast interview. "A lot of people were already calling 'Apple TV+' just 'Apple TV,'" he said. "We felt now was a good time to officially adopt that name." Apple is currently aware that using the same name for its streaming service, apps, and hardware could cause some confusion, but Cue added, "The set-top box is already called 'Apple TV 4K,' so there shouldn't be any issues.".
