In October, Apple quietly rebranded its Apple TV+ streaming service, dropping the “+” to make it simply “Apple TV.” Apple has now released a YouTube video announcing the rebrand. A new logo for the Apple One subscription bundle has also been released.
The Apple TV+ website now reads just “Apple TV,” with all references to the streaming service now reading “Apple TV.” The Cupertino company has also posted a quick YouTube video featuring a rainbow-hued Apple TV logo, as a startup sound that was composed by Finneas plays.
(Old farts like me may feel a bit nostalgic while watching the video, as it reminds one of NBC’s “In Living Color” promos that played before the network’s color shows back in the 1960s, when shows being in color were a big deal.)
On Instagram, Finneas shared the video on Instagram, commenting:
“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.”
The new video and sound will be played before every Apple original TV show and film streamed on Apple TV. A main version that runs for five seconds will be played before Apple-produced films and TV shows, a one-second “sting” version that will play before a movie trailer, and a longer-form 12 second version that will play in theaters at the start of an Apple Studios original film.
The Apple TV+ branding is still making an appearance here and there. The TV app continues to read Apple TV+ on non-Apple devices, although the rebranding does make an appearance in the Apple TV app in the iOS 26.1, iPadOS 26.1, macOS Tahoe 26.1, and tvOS 26.1 updates released on Monday.
New Apple One Logo
In addition to the Apple TV rebrand, Apple has also released a new Apple One logo, featuring an Apple icon sliced into six sections, each featuring the color the Cupertino company uses for each of the services included in the Apple One Premium bundle.
Apple’s bundles offer savings ranging from $12 per month to $32 per month.
At the time of this article, the new logo hasn’t yet made an appearance on the Apple One website.
